Butcher’s hands Infocus dogfood advertising brief

Butcher’s Pet Care has appointed Milton Keynes agency Infocus to handle the &£1m ad account for its flagship dogfood brand. The agency won the business without a pitch.

Infocus will develop a campaign to raise awareness of the brand and products, using the strapline “Fit as a Butcher’s dog”. It will also concentrate on areas such as nutrition. The campaign will launch in the new year.

Last year, Butcher’s reviewed its advertising and appointed Norwich-based Foxmurphy to the account (MW October 14, 2004). It is understood that the agency has been working on a project basis for the company and has just completed a campaign for its catfood brands. Butcher’s is not planning further advertising for catfood.

Butcher’s has been refocusing on its core values and working to differentiate the brand. It followed extensive consumer research into what consumers want from petcare products.

Butcher’s has a number of partnerships, including a tie-up with the RSPCA. It is also involved with the Great North Dog Walk.

The review does not affect the company’s media buying business, which is handled by Walker Media.