NEWS: Spillers attacks Mars in dry dogfood sector

Spillers Petfood is making its first foray into the dry dogfood market with national ads aimed at establishing its Winalot Complete brand as a serious challenger in this expanding sector.

Spillers Petfood is making its first foray into the dry dogfood market

with national ads aimed at establishing its Winalot Complete brand as a

serious challenger in this expanding sector.



The campaign, which will break this week through Bates Dorland, is the

first by the agency since it was appointed last September as the lead

European shop for Spillers’ dogfood brands.



The win was the first significant success for Bates Europe in its

attempt to plug the gap left by the departure of the pounds 50 million

petfood business of Spillers’ biggest rival, Mars.



Budgets have not been disclosed, but the product will compete with

Bakers Complete dogfood, which spends pounds 1 million through Burkitt

Edwards Martin, and Mars’s Pedigree Complete, which bills pounds 2

million through Grey.



The Spillers ads were written by Tom Burnay and art directed by Stefan

Jones. They take the form of spoof letters written by discontented dogs

to their owners saying they will not come home unless Winalot Complete

is put on the menu.



Patrick Hanson-Lowe, the Dorlands board account director for Spillers,

said: ‘We wanted to do something different, which is why we’ve treated

the arrival of Winalot Complete like a ‘news event’, with advertising

that looks as if it has been produced before the agency could get its

hands on it.’



The dry dogfood sector has grown by 25 per cent a year as dog owners

recognise the nutritional value of dry food and its greater convenience

compared with canned wet foods, which include Pedigree Chum and the

Spillers brand, Prime.



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