Butchers drops CHI in brand review

Butchers Pet Care has split with agency Clemmow Hornby Inge (CHI) and is talking to agencies about its &£1.5m advertising business. It follows a decision to change the direction of the brand.

The company is carrying out a closed pitch and it is not clear how many agencies it is talking to. CHI has handled the company’s dog food brand since early 2002 (MW January 3, 2002). It also handled the recent launch of Butchers cat food brand, Olli, although it was not retained on the cat food business.

A Butchers spokeswoman says the brand has a good relationship with the agency, but has decided to review its account as it is looking to shift its brand position. She would not comment any further on what the emphasis would be. It is likely that PR is going to play a bigger role in the brand’s overall marketing strategy.

CHI managing partner Johnny Hornby says that the brand has no budget for advertising and that the agency hopes to work with Butchers again in the future.

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