Butcher’s Pet Care

The challenge

Dog lovers have changed, the modern mindset who treat their dog like any other member of their family are now the norm and the way they feed their dogs has gone right up the agenda with natural nourishment the order of the day. Our challenge was to cut across the feeling that all dog food was the same and showcase Butcher’s amazing food and the brilliant family who create it.

The idea

After years not shouting about the brilliant things that they were doing, Butcher’s needed to come back with a bang – and that is very much what we had on the menu for them. We created a single minded TV plan to put their British Farming & Food credentials right in the spotlight with weekly showcase spots in Britain’s Got Talent & The Great British Bake Off.

Through an editorial relationship with Mail Metro Media we also created a 16 page guide covering everything you needed to know about keeping dog happy and healthy with star contributions from across the Butcher’s family. This was followed by regular content and video features showcasing the great products great practices and great initiatives by the Butcher’s Family.

The result

Butcher’s sales growth has been astonishing with the brand seeing a sales resurgence catapulting them to no.1 spot in canned food for dogs. The work with Mail Metro Media has been seen by 9.5m dog lovers and the team’s #nourisheverydog initiative to provide meals for dogs in need has seen a million meals donated!