Donald Trump and Cast of 'The Celebrity Apprentice' Team With PEDIGREE(R) to Give Dogs New Leashes on Life

Donald Trump and Cast of 'The Celebrity Apprentice' Team With PEDIGREE(R) to Give Dogs New Leashes on Life

Brand Sponsors Episode to Shine a Spotlight on the Plight of Homeless Dogs

NASHVILLE, Tenn., Jan. 7 /PRNewswire/ -- While Donald Trump's Apprentice generally leaves someone out in the cold by episode's end, the message of the show airing January 10, 2008, is very different. Trump and his teams of business-savvy celebrities will show their softer sides when they partner with PEDIGREE(R) Food for Dogs in an effort to help raise awareness for the four million homeless dogs nationwide and ultimately find them loving homes.

"I'm pleased to be able to partner with PEDIGREE(R) on 'The Apprentice' and help bring attention to the important issue of homeless dogs," said Donald Trump. "I firmly believe that everyone deserves a second chance and these dogs are no exception. This is an exciting partnership for us on the show and one that I hope will help do some good for all of the dogs in shelters and breed rescues nationwide."

The episode is an extension of the annual PEDIGREE(R) Adoption Drive, the cause-related campaign the brand created four years ago as a means to rally dog lovers to come to the aid of the more than four million dogs in shelters and breed rescues across the country, half of whom never make it out.

"At PEDIGREE(R) we believe every dog deserves a loving home, so we're proud to partner with 'The Celebrity Apprentice' to further shine a spotlight on the dog adoption crisis," said Rob Leibowitz, Vice President of Marketing Mars Petcare US. "For four years, we've infused this campaign with emotion, because as dog lovers, this cause is very near and dear to our hearts. Our hope is that after this episode airs, the importance of dog adoption will be a cause that hits home for dog lovers everywhere."

To help bring the issue to life and spur consumer action, the two teams going head-to-head are charged with creating a community awareness campaign which appropriately conveys the message of The PEDIGREE(R) Adoption Drive. In order to get properly prepped, contestants make a visit to a local Manhattan animal shelter as well as review previous communications developed in support of the Adoption program.

And if avoiding the axe isn't enough incentive to motivate the teams to give the project their all, maybe a shot at further fame will: the winning community service announcement will be aired during the broadcast of the 132nd annual Westminster Kennel Club Dog Show when it airs on February 11 and 12 on The USA Network.

The brand-sponsored episode is a pre-cursor to the official launch of The PEDIGREE(R) Adoption Drive, which will take place on February 7. The roster of this year's activities include print and broadcast advertising; a dog adoption focused store in Times Square during February where visitors can meet adoptable dogs and purchase Dogs Rule gear that supports the cause; and a full-scale fundraising effort through the sale of merchandise and product to benefit the newly-created PEDIGREE(R) Adoption Drive Foundation, a 501(c)(3) non-profit organization assisting select shelters and breed rescues nationwide.

To view both PSAs, find out which team wins and see who has to pack their bags, viewers will need to tune into The PEDIGREE(R) Adoption Drive episode of "The Celebrity Apprentice" when it airs at 9 PM EST / 8 PM CST on Thursday, January 10 on NBC.

For more information on dog adoption or to get involved in The PEDIGREE(R) Adoption Drive, log onto http://www.pedigree.com/.

About PEDIGREE(R)

PEDIGREE(R) is the number one brand of dog food in the world, offering a wide variety of products for different dog life stages. As an innovative market leader, PEDIGREE is at the forefront of pet nutrition and understands pet owner needs by providing a range of innovative products and resources.

About Mars Petcare U.S.

Mars Petcare U.S. is the U.S. pet care operations of Mars, Incorporated, one of the world's leading food manufacturers. Headquartered in Franklin, TN, Mars Petcare U.S. employs more than 3,000 associates in the United States, with 29 facilities nationwide and owns some of the world's favorite pet care brands, including PEDIGREE(R) Brand Food for Dogs, CESAR(R) Canine Cuisine, WHISKAS(R) Brand Food for Cats, SHEBA(R) Brand Food for Cats and The GOODLIFE Recipe(TM) Brand. In addition, Mars, Incorporated owns the portfolio of brands produced by ROYAL CANIN USA Inc., NUTRO Products, Inc. and GREENIES(R).

About "The Celebrity Apprentice"

"The Apprentice" is produced by Mark Burnett Productions in association with Trump Productions LLC. Mark Burnett, Donald Trump are executive producers, Eden Gaha and Page Feldman are co-executive producers.

About Mark Burnett Productions

Mark Burnett Productions (MBP) is a leading production company for both primetime television and the internet. MBP revolutionized television with hits such as Survivor (CBS), The Apprentice (NBC), The Contender (ESPN), Rock Star: INXS (CBS), the Steven Spielberg and Dreamworks Television co-production On The Lot (FOX), and the new smash hit Are You Smarter Than a 5th Grader? (FOX). In the summer of 2007, MBP entered the world of Award Shows, when Mark Burnett served as executive producer for the 2007 MTV Movie Awards. MBP also partnered with AOL in 2006 on the highly successful interactive adventure Gold Rush, the first-ever unscripted project to be produced exclusively for the internet. In addition, MBP has established a scripted division and is developing comedies and dramas for television as well as major feature films. Since 2001, MBP has garnered a total of 48 Emmy nominations. In October of 2007, MBP opened Mark Burnett Productions Asia, a joint venture with Genting International to both create new content for and adapt established formats in the Asian market. Also in 2007, Mark Burnett was inducted into the Broadcasting and Cable Hall of Fame. As of November 2007, three new MBP shows have been ordered into production; Amnesia (NBC), My Dad is Better than Your Dad (NBC) and Jingles (CBS).

First Call Analyst:
FCMN Contact:

Source: PEDIGREE

CONTACT: Kate Hartman of Weber Shandwick Worldwide, +1-312-988-2493,
khartman@webershandwick.com; or Debra Fair, +1-615-807-4605,
debra.fair@effem.com, both for PEDIGREE

Web site:

http://www.pedigree.com/

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