Mars Petcare said it is working towards a global ambition of ending pet homelessness by 2030, with the UK launch of its Adoption Mission commitment this month.

Through two of its most recognisable brands – Pedigree and Whiskas – Mars Petcare will be donating three million meals to dogs and cats in rescue centres across the UK.

Kicking off the Adoption Mission, a new £1.3 million TV campaign from broke this week, featuring the tag line ‘Feel the good. Adopt’. The advert aims to highlight the good that can come from pet adoption, showcasing the unconditional love and happiness that adopted pets can bring to families.

Working in partnership with the Association of Dogs and Cats Homes (ADCH) and its members, Mars Petcare will be providing a programme of support to shelters across the UK.

Through guidance from behaviourists, practical back-office training and toolkits, the company is aiming to help shelters overcome some of the barriers they face when it comes to pet adoption and tackle abandonment scenarios.

Arthur Renault, marketing portfolio director at Mars Petcare, said: “The Adoption Mission will deliver work that will truly make a difference for dogs and cats across the country, supported by our petcare category leaders Pedigree and Whiskas, to help raise maximum awareness of the positive impact of pet adoption and help us work towards our global ambition of ending pet homelessness entirely by 2030.”