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.