Pedigree has signed up to fund ITV1's Dog Rescue.

The new factual series will look at the work involved in animal rescue and pet re-homing at two of the UK's busiest animal re-homing centres, Manchester's Dog's Home and The Dog Trust in Harefield.

"Pedigree believes that all dogs deserve a loving home, which is why we are really pleased to be working with ITV on Dog Rescue to support the Pedigree Adoption Drive Campaign," said Pedigree marketing manager Stephen Rendu. "Through the Adoption Drive campaign Pedigree wants to highlight and help reduce the number of dogs abandoned in the UK each year. ITV's content and programming strength will go along way to helping raise awareness around this issue, as well as support the fantastic work re-homing centres do across the UK to find all dogs a loving home."

The show will be the first advertiser-funded programme to be developed and produced by ITV.

"Dog Rescue is a great example of how to develop content with brands," said Samantha Wilson, ITV's client development director. "Not only does the series meet the high standards of ITV’s commissioners and has earned a great slot in schedule but it also does a fantastic job for Pedigree. That could not have happened without a close collaboration between client and media owner from the outset."

Diana Howie, commissioning editor for features at ITV, added: "We have been looking for strong content in the world of animals for some time and I’m very excited that ITV Productions has come up with a strong and wonderfully engaging series that will appeal to our Sunday teatime audience. The fact we can also collaborate with a commercial partner on this project is the icing on the cake."