McCanns snatches Spillers’ Winalot in Nestle realignment

Nestle has handed its Winalot dogfood brand to McCann-Erickson less than a year after BMP DDB was appointed to handle the account.

Nestle has handed its Winalot dogfood brand to McCann-Erickson less

than a year after BMP DDB was appointed to handle the account.



The appointment of McCanns follows Nestle’s acquisition of Spillers

Petfoods, which owns Winalot, earlier this year. Nestle already uses

McCanns’ London office for its Friskies petfood brand.



Spillers’ other two main petfood brands, Felix and Arthur’s, remain with

BMP.



Media is not affected by the Winalot move. Last year, Spillers

centralised its pounds 10 million UK media account into BMP Optimum

following a pitch against Leo Burnett and Carat. Nestle’s pounds 2.5

million media budget for petfoods is with Universal McCann.



Nestle has set up its new European petfoods business unit at Spillers’

London office under Peter Farrant, the European marketing director,



although Spillers and Friskies are still trading as separate

companies.



The acquisition of Spillers gave Nestle around 40 per cent of the

branded petfood market in the UK.



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