Agency: Quiet Storm
Client: Butcher’s Pet Care
Quiet Storm has created a new campaign for Butcher’s Pet Care. The new work coincides with a new pack design for the famous blue cans in an ambitious bid to win the hearts of consumers and to give an emotional resonance and personality for the brand.
The wet can dog food category, the largest in the dog food market, grew by £16.1 million last year largely due to increased sales of Butcher’s, whose growth accounted for 45% (£7.2 million) of the overall total (source IRI Total Grocery October 2009).
Keen to build on its own year-on-year growth of 17.3%, the new campaign created by Quiet Storm is integral to the continued success of the brand and achievement of the market share growth as it consolidates the number two positioning in the wet canned dog fixture.
To gain this emotional connection the new ad, features Jack, an Irish terrier and Scally a Pointer-Cross, as the spokesperson for Butcher’s canned dog food brand at the Butcher’s head office.
The spokesperson is leading and inspiring the sales team as he passionately tells them the real reason why dogs love Butcher’s so much is because of the fresh, natural ingredients packed with meaty goodness which shows dog owners really love their pets. The ad finishes with the long established ‘Fit as a Butcher’s dog’ end line.
“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,” said Head of Marketing Butcher’s Pet Care, Sarah Alexander.
“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).”