Emmis Marketing said that 87% of consumers would switch to a brand associated with a cause over a comparable brand. Pedigree 's director of marketing, John Anton, recently told the Wall Street Journal : "Every time we run this campaign , we see increased sales."
But even just marketing has a value in this case. The public mood is swinging toward adopting pets. Look at the Obamas: A CNN poll found Americans want the first family to adopt a dog by a 2:1 margin. Joe Biden got hit with a backlash for buying a puppy from a breeder.