It will feature Jack, an Irish terrier and Scally, a pointer-cross, at the Butcher’s head office, leading and inspiring the sales team to reinforce the product’s fresh, natural ingredients.
The work coincides with a new pack design for the famous blue cans in a bid to win the hearts of consumers and to give an emotional resonance and personality for the brand.
The ad finishes with the long established ‘Fit as a Butcher’s dog’ end line.
Sarah Alexander head of marketing for Butcher’s Pet Care, says: “We believe the new campaign captures the passion and commitment we feel for the brands but also allows us to show the fun, friendliness and warmth that the brands personify.
“We’ve built our business on feeding generations of family dogs and are so confident about our recipes that we guarantee a clean bowl every time. However we also understand that it is important for customers who love their pets to know that they are feeding their dog with naturally nutritious food which keeps it healthy, fit and happy (if a little mischievous at times).”
The campaign, created by Quiet Storm, breaks today (1 February). Walker Media has handled media.
According to IRI, The wet can dog food category, the largest in the dog food market, grew by £16.1m last year largely due to increased sales of Butcher’s, whose growth accounted for 45% (£7.2 m) of the overall total.
Last year, rivals Nestlé Purina Pet Care launched a new pan-European ad campaign to promote its Friskies cat food range, starring Bobo the cat.