Procter & Gamble has handed Saatchi & Saatchi an estimated &£90m global brief to launch its Iams petfood in supermarkets worldwide.
The company, which aims to end Pedigree/Mars and Spillers’ domination of the European market, is understood to be spending about &£50m on the brand in continental Europe, plus &£10m in the UK.
Saatchi has been briefed to create the first national TV ad campaign for the brand, which is likely to be supported by press and outdoor executions.
One source says: “The launch will be similar to its push for Bounty kitchen towels. P&G will roll out the big marketing guns for this battle.”
The brand expansion has been widely predicted by analysts and observers since P&G acquired the Iams Company in the US for &£1.4bn last summer (MW August 19).
The Iams range has traditionally been available only in pet shops and veterinary surgeries, which could be hit by the move.
P&G is attempting to appease these outlets by limiting the roll-out to the core Iams brand, leaving its premium range, Eukanuba, to these specialists. However, sources say this is a short-term deal and that Eukanuba will eventually be rolled out too.
No one at Saatchi was available to comment on the win.