Farm targets women in Classic catfood ads

Farm plays on the theme of cats being superior to dogs in its first campaign for Butchers Pet Care to promote its catfood brand Classic as the premium choice for discerning cat owners.

The print campaign is relaunching the Classic brand with the strapline "Smart food for Smart pets" and features a range of cats in situations were they are amused by the actions of dogs.

The campaign is targeting young upscale female cat owners who are more likely to purchase a premium catfood product.

The print campaign will run in women's weekly magazines including Hello, OK!, Now and Heat. In November, ads will run in monthly titles including Prima, Essentials, She, Red, Marie Claire, Cosmopolitan and New Woman.

One execution features a cat relaxing and looking at the family dog, which is jumping at the door as the postman arrives. The cat makes the sarcastic comment: "Yes, woof, woof. It's the postman, he comes everyday. It's not like you haven't seen him before."

The ads were art directed by Gary Robinson and the copywriter was Owen Lee.

"Classic is looking to win share from more complacent rivals and therefore can be slightly cheekier in the way it talks about its brand," Robert Smith, a partner at Farm, said. "The campaign focuses on talking in a more creative and relevant way to a core audience of younger cat owners."

Media planning and buying for the campaign is by Walker Media. Clemmow Hornby Inge handles the dogfood account for Butchers Pet Care.

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