Butcher’s Pet Care has appointed Norwich-based agency Foxmurphy to handle its &£1.5m advertising business. The appointment is part of a move by the pet food company to refocus on its core brand values.
The agency won the business following a competitive pitch against a number of undisclosed agencies. Butcher’s parted company with its previous agency, Clemmow Hornby Inge, in the summer after it decided to change the direction of the brand (MW August 12).
The decision to refocus on its core values follows extensive research into Butcher’s and what consumers want from a pet food. Foxmurphy’s brief will be to raise the company’s product portfolio and focus on what makes the brand different from other pet foods.
The agency is understood to be planning a TV campaign that will be supported across other media. It will also work with the brand’s PR agency, Vital, to develop extensive PR activities. Sponsorship and sampling will also be used to support the campaign.
Butcher’s already sponsors the RSPCA’s re-homing packs and provides food to the organisation’s rescue centres. It is planning to further develop this association over the next year. It will also continue to support the Great North Dog Walk.
The review does not affect the brand’s media buying account, which will continue to be handled by Walker Media.