Farm wins £2m ad brief for Butcher’s Classic Cat brand

Butchers Pet Care has appointed Farm to create a £2m advertising campaign for its Classic Cat brand.

Butchers Pet Care has appointed Farm to create a &£2m advertising campaign for its Classic Cat brand.

Earlier in the year, Farm pitched for the dog-food business only to be beaten by Clemmow Hornby Inge (MW January 3). The incumbent on Classic Cat was regional agency In Touch Marketing.

Classic Cat brand manager Susan Smale says Farm was awarded the brief after a competitive pitch, but declined to reveal the agencies involved. The work, created by Farm, which will be rolled out nationally over the next 12 months, will be “predominantly press”.

The company says the campaign will target “single independent women and young professionals, who are discovering that a cat is the perfect pet to fit in with their busy lifestyles”.

This summer, Classic Cat launched a new identity and introduced pouches to its range for the first time.

Butchers has been stepping up its marketing activity for 2002. It spent less than &£1m over the past two years on both its Classic Cat and dog-food range, but this year has announced plans to spend &£4m across its brands.

Walker Media will handle the planning and buying, and Monkey will handle the communications strategy.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here