Masterfoods brands push pet insurance

Masterfoods UK is stepping up its presence in the growing pet insurance market, with the launch of a scheme through its leading pet food brands.

The scheme, which is underwritten by GE Capital, is to be marketed on a brand-by-brand basis, initially through Whiskas, Pedigree, Sheba Cat Food and Cesar Dog Food brands. Although the company has had an insurance scheme for a number of years, it has never actively marketed it using its brands.

A direct mail campaign created by WFCA Integrated will promote the scheme. The work marks the agency’s appearance on the Masterfoods roster. In the past, the food company has used a number of agencies, including Proximity London for its pet food direct marketing.

According to the RSPCA, 12 per cent of dog owners and seven per cent of cat owners have pet insurance. As well as the charity, Tesco, Royal & SunAlliance and Direct Line Insurance also offer schemes. PetPlan, which is owned by Cornhill Insurance, leads the market with a 40 per cent share.

Masterfoods recently reshuffled its UK pet food marketing department. Paul Kaye, the former cat food marketing manager, was promoted to the newly created post of petcare marketing director for South Europe (MW April 18). David Wilson, another marketer in the department, has assumed his former duties.

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