Pedigree steps up advertising as direct rival enters market

Pet food brands are gearing up for a New Year push as Pedigree ramps up its marketing and Farmers Choice Pet Foods enters the market with a new range of premium products.

Farmers Choice Pet Foods is launching a premium dried dog food in early 2010, supported by a £400,000 marketing campaign.

The pet food will be sold directly to customers online and delivered free of charge in a move that eliminates the need for customers to carry home heavy bags from the supermarket.

Farmers Choice Pet Foods has appointed ATP Advertising & Marketing to develop the brand campaign, including an ecommerce site, television advertising, press activity and email marketing.

Pedigree, the dog food brand owned by Mars Petcare, is also preparing a marketing push in the New Year to drive sales and boost penetration of its snack food and treat ranges.

Integrated agency BD Network has been appointed to create an above-the-line and digital campaign for the Pedigree Dentastix and Core Treats range. The agency has already come up with creative work for Mars Petcare’s best-selling cat food brand Whiskas.

BD has also been tasked with carrying out shopper marketing for Pedigree across key channels.

The total pet food market in the UK is worth £1.8bn, according to the latest figures by TNS Worldpanel.