Through its big petcare brands PEDIGREE® and WHISKAS® Mars supports animal welfare initiatives in many countries, often enabling pet owners to contribute to the success of these activities through their own donations.

In Austria PEDIGREE® and WHISKAS®, for World Animal Day 2008, started Donate Dog Love and Donate Cat Happiness, initiatives which support pet shelters all over the country. The shelters are selected by the Austrian Pet Love Association, whose experts ensure that only such shelters are supported which meet all applicable standards.

PEDIGREE® also supports the Pet Love Association's initiative More Space for Dogs, whose aim is to promote the installation of suitable dog exercise areas.