Pedigree is launching a social media app to meet a growing demand of people who want to play with a dog and cannot own one due to their busy schedule. As an incentive for dog owners to lend out their dog, this group of people interested borrowing a dog will make a donation in exchange for the service. As a result, all of the money donated will go towards The Pedigree Feeding Project, which was established to help feed shelter dogs and find new homes for them.