The press, poster and digital campaign is part of a £12 million repositioning to focus on pets' lifestyles and health, rather than the food itself.
Each of the four creative executions features a snapshot of an energetic dog jumping in the air trying to catch an invisible object. The outline of a grid around the dog gives the "spot the ball" effect. The ads run with copy such as "spot the chewed-up frisbee" or "spot the squeaky pork chop".
The strapline, "Live a lot with Winalot", aims to capture the essence of the Winalot brand of happy, healthy dogs living life to the full.
The campaign breaks on six-sheet posters nationwide on 26 January followed by full-page ads in women's titles.
The campaign was written and art directed by Matt Lee and Adam Tucker.
Media planning and buying was by OMD UK.