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If you have read this blog for any length of time, you will know there is little love to be found for any of the big pet food companies. Yet now I find myself in the awkward position of nearly defending Pedigree!
It seems the powers that be in charge of Westminster cut sponsorship ties after 24 years with Pedigree because they did not like the shelter dog commercials promoting adoption.
David Frei, host of the Westminster Kennel Club Dog show and the club’s director of communication suggested the ads were not a good fit and that Pedigree had been notified and warned to change. It’s true that the Pedigree commercials had a sad component, but were straightforward in the message to adopt. They were never at the level of emotional manipulation seen in HSUS and ASPCA commercials.
This type of commercial is not the” happy happy joy joy” image the Kennel Club strives for. I do wonder if the Westminster Kennel Club didn’t think about the long view: How bombarding the audience with messages saying shelter dogs are no “less than” the expensive show dogs being promoted might erode the position of purebreds and ultimately undermine what the Kennel Club believes they are doing for breeds?
John Woestendiek at OhMiDog has written an editorial on Westminster’s complaint.
I’d like to know how you feel about the notion that dog shows are just for fun. Should reality, at least during commercials, be part the program? There are now many happy commercials for pet adoption out there thanks to the Shelter Pet Project. There are millions of viewers who watch Westminster each year – that’s a huge missed opportunity to promote adoption.
{ 26 comments… read them below or add one }
I agree. I’m not a big pet food co fan either but I plan to email pedigree applauding their decision. It’s good press for them and surely that played into it but it also shines a light on the almost anti-adoption attitude I have seen in some akc participants locally. It reflects badly on Westminster. I think there is a place for the few responsible purebred breeders and for rescue. I am pro adoption not the responsible breeding of purebred dogs.
Yes, it is absolutely great press for Pedigree and does show Westminster in a something less than favorable light to those who think the AKC cares about shelter dog issues. As to the issue of breeders, I want good breeders to keep doing the work of improving the breed as long as it's not for a "look" that impedes breathing, walking properly and otherwise living a happy dog life. But that's for another post!
The link on John Woestendiek's site to the Pedigree commercials didn't work so I couldn't view his examples myself, but here's another take on the topic by Christie Keith that I think expresses the other side very well: http://www.doggedblog.com/doggedblog/2012/02/was-…
This is one of those topics that gets people finding themselves on odd sides of the debate — you defending Pedigree, me defending Westminster
Hey Edie – the link is working fine on my end, so must be one of those internet mysteries.
This is one of those topics that makes us think about all the fine lines that can be drawn – I can see how Westminster wants to keep their tradition after over 100 years of shows by not including problems to solve. This is a night Westminister wants the focus on the wonderful dogs being judged and the pomp and circumstance that makes it a festive occasion for viewers.
Certainly the WKC have a right to choose who they wish as a sponsor. I think it comes as a shock to many when a Kennel Club reacts in a negative way to the subject of shelter dogs and adoption. I've written several posts about the odd stance of the AKC itself on this and other topics. And I agree – this is just a weird place to be sitting:)
I suspect that dollar signs were also a big part of this decision. Maybe they made a PR error in choosing to say it was because ads were too depressing. Purina is the #1 manufacturer of pet foods in the country if I remember correctly. No doubt they are interested in maintaining that position. Just a hunch.
Yes, I think you are right, Debbie. When representatives make those types of missteps, it often reveals more than people and organizations would like the general public to know. And yes, the money thing;)
I wish I had heard about this before watching ANY of the show – because I wouldn't have!
It does take the shine off…better to understand what positions organizations take and why. So Westminster KC and the AKC in general is no friend to mixed breeds – knowing that you can still watch the dog show and enjoy it for what it is, but with eyes open.
Seems unfortunate. There is plenty of room for both. I have no issue with people that buy from breeders, it has been our choice to acquire our shelties from rescues. It seems foolish on their part to twist the arm of a sponsor when it yields them no positive outcome.
I think @fearfuldogs alluded to an overture by Purina perhaps offering a premium to take Pedigree's place. Perhaps the arm twist came at time when Westminster AKC knew they were in the catbird seat (had to say it)!
I'm having trouble getting my head around this news story on so many levels.
Dog showing itself represents the best and the worst of the dog/human relationship. On one hand you have serious breeders trying to improve the health and working ability of their chosen breed. On the other hand, you have people breeding animals for looks and doing surgical mutilation so they can show a dog.
And as for the advertisers–what serious breeder would feed their dog Pedigree or Purina dog food?
The idealist in me says, "who needs 'em." The realists says it's too big an opportunity to miss getting the message to adopt out.
I saw one of the Purina ads last night. It was beautiful. It showed the joy of dogdom. It made me want to go out and adopt another dog.
My question is will either type of ad break through the pure-bred hype of the dog show to convince people to go out and adopt? Personally, I think Puppy Bowl is a better venue for that message.
I like the idea of not preaching to the crowd…of attempting to change people's minds, one by one. It's important to get these messages in front of all kinds of audiences.
I also think you are right about the Puppy Bowl which I love – especially as they don't discriminate against pit bulls types =)
Thanks for your thoughtful response, Pamela!
I feel strongly that WKC missed a major opportunity to help purebred dogs. Somehow they've lost sight of the fact that nearly 25 percent of dogs in shelters are purebred! They could have worked with Pedigree to develop an ad campaign that promoted breed rescue. I think they are more concerned about the breeders than the dogs.
Good summary, Vicki – we'll probably never know what really happened but that PR flub was revealing. Thanks for sharing your thoughts.
I love the Cocker Spaniel Breed and have rescued 6 pure breeds from shelters in my lifetime and would do so again. In the eyes of the WKC "does that make me a bad person?"
AKC does not hold dog shows for fun. They hold them to publicize purebreds and spread the idea that they are preferable to mixed.
And there's nothing wrong with that.
Where things go wrong is when those of us that are trying to help save the lives of mixed breeds, and find homes for them mistake the AKC for allies.
Their agenda is to make money off of selling "superior dogs." Take off your blinders, bra a cup of critical thinking and read their websites. They are not your friend and they probably can't imagine why you would own that dog.
The attitude of kennel clubs is well known to people like you and I, but look how many people were surprised by that remark – just like the 80% of people surveyed said they never knew puppy mills supplied pet shops. It's shocking, and it's also a reason to write about these topics when they are in the news.
Here the thing. The AKC is all about the purebred dog. Assume the WKC is all about that too. It's certainly about the breeder and anything knocking that won't sit well with the WKC Board.__Can't really blame either side.__
Yes, partners do outgrow each other, take different paths – it happens. Thanks for stopping by!
AKC is simply a breed registry of pure bred dogs. Westminster is simply a club. A club of pure bred dog enthusiasts (no different than those who are enthusiastic about shelter dogs). I think too many people do not understand what the functions of the AKC and Westminster are. Their functions are to promote and register pure bred dogs. And yes for many dog shows are just for fun. A hobby. A form of recreation which requires love and dedication to a pure bred dog. I suppose if WKC feels Pedigrees message does not fit, well that is their prerogative.
And for those that say pure bred dogs are expensive, well part of the reason is that the breeder puts a lot of money into breeding healthy dogs. Health clearances cost money. Putting a title on your breeding dogs costs money. If you think the owner of the Peke that won will ever recoup a fraction of what was spent on that dog, I think you would be wrong. Those of us who compete in AKC conformation (which is really the evaluation of breeding stock), or field (again evaluation of breeding stock), or obedience, or agility, do it for the love of our dogs and breeds of choice.
I know how expensive it is to properly breed with all the testing, and it is clear that many breeders do it for the love of the breed, not the money. Thanks for sharing!
Sounds to me like Westminster did Pedigree a favor. Why be associated with that bunch.
Yes, Westminster travels in a different orbit than shelter dog promoters and as Eric mentioned, that's okay – because I liked the idea of interjecting adoption in a venue for purebreds. We all live in our bubbles of preference – nice to have them popped sometimes…wakes us up =) I think it's a shame it ended – a missed opportunity to build some bridges, at least get one or two people to think differently. Thanks for sharing, Thomas.
There is nothing fun about a dog show. It is all business. I have no doubt in my mind that the breeders put pressure on the organizers of the show to ban the commercials. Since they would get thousands from a litter of puppies, what would motivate them to support adoption? The organizers of the show should be ashamed of themselves. Adopting a family pet and purchasing a pure bread puppy for show are two completely different things. I know that if I buy a Ford it is not going to concern Mercedes one little bit.
I think that adoption should have been part of the advertising during westminster, but I did see the commercials and they were very sad. I watch the show to celebrate the gorgeous dogs that have made it to westminster, and if I saw all of the shelter commercials during the show, I probably would have changed the channel during the commercials. I think they could have portrayed adoption in a happier light and still sparked interest in it.
I was really disappointed with Westminster when I heard this announcement. These commercials help so many shelter dogs. I truly thought of boycotting Westminster after this. It's just wrong.