The campaign will support the brand's 100% Dry Complete range. One execution features a red and white setter with go-faster stripes. The second shows a golden retriever returning up the garden path with a copy of The New York Times in its mouth. Both intend to convey the health benefits of Butcher's pet foods.
The ads were written by Charles Inge and Rupert Jordan and they were art directed by Ewan Macmillan and Matt Pam. The photography is by Andy Green.
In a media strategy devised by Walker Media, the ads will run in the Daily Mirror and the Daily Express. There will be additional executions for the Choice range running in October.
The 100% Dry Complete range is also sponsoring Granada's Pet Rehab programme.
One ident shows a dog that has dug a hole in its owner's drive and buried the car. A second shows him doing the same with a neighbour's caravan.
They were written by Laurie Smith and art directed by Matt Pam.
Yetunde Ige, the head of marketing at Butcher's, said: "The TV campaign proved extremely successful in 2003. It's great to be able to extend our big idea into other media."
CHI's managing partner Johnny Hornby added: "The TV campaign successfully broke the rules of a very staid category. This campaign extends it further."