Spillers has centralised all its petfood advertising into BMP DDB,
which adds the pounds 5 million dogfood accounts to the Felix and
Arthur’s catfood brands it already handles.
The appointment comes only two weeks after Spillers was sold by Dalgety
to Nestle for pounds 715 million. Winalot is the company’s top dogfood
brand but it also makes Reward dog sticks, which spent nearly pounds 1
million on advertising last year.
No agency has worked on these brands since Spillers split with Bates
Dorland last summer after being unable to agree on a new ad strategy
(Campaign, 11 July 1997). A new Winalot campaign will appear this
It is not known whether Nestle’s purchase of Spillers will affect BMP’s
position in the long term. Nestle’s petfood roster agencies in the UK
are McCann-Erickson, J. Walter Thompson, Ogilvy & Mather, Publicis and
Ammirati Puris Lintas.
Last year, Spillers centralised its media account into BMP Optimum
(Campaign, 14 November 1997) after the agency pitched against Leo
Burnett and TMD Carat.
Chris Powell, the chief executive of BMP, said the agency had worked
with Spillers on brand positioning for Winalot for the past few months.