Walker Media wins £4m Butchers

Butchers Pet Care, the petfood manufacturer, has appointed Walker Media to handle its &£4m media planning and buying account.

The appointment follows a two-way pitch against the incumbent Squires Robertson Gill.

Late last year Butchers handed its advertising account to Clemmow Hornby Inge (CHI), which beat Soul and The Farm to the business (MW January 3).

Butchers, whose brands include Butchers, Butchers Diner and Classic Cat, is stepping up its marketing activity. Previously it spent less than &£1m over the past two years. The previous incumbent on the creative account was Richardson Birkett Communications.

Butchers brand manager Yetunde Ige, who conducted the review, says: “Walker Media was impressive, communicating a strong understanding of the brand.”

The UK petfood sector is dominated by Masterfoods UK and the newly merged Nestlé Purina Pet Care. According to research by Information Resources, Whiskas is the top selling petfood brand, closely followed by Pedigree.

Butchers linked up with the RSPCA to feed homeless dogs over the Christmas period. The company also sponsors various equestrian events across the UK.

The win comes a week after British Airways moved the media planning for its &£16m media account out of Walker Media due to budget cuts.

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