IPA Effectiveness Awards 2005: Gold Award - Grand Prix and Dedication to Effectiveness - Sponsored by The UTV Group

BAKERS COMPLETE DRY DOG FOOD Campaign: Ten years of success is more than just a shaggy dog story Client: Nestle Purina Petcare Agency: Burkitt DDB Principal author: Susan Poole With contribution from: David Bassett, DDB Matrix Media used: TV, cinema


The Bakers campaign is a long-term success story. The brand overtook the big players to become the UK's number one - and fastest-growing - brand of dry dog food.

This story starts in 1994, when the market was dominated by tinned meat and Bakers was one of a number of small brands of dry dog food. To challenge consumer behaviour - and take on the major brands - Bakers needed the personality of its brand, not just its product, to be substantially different. This led to the "dogs would choose Bakers" idea.

Ten years on, this powerful campaign is still running. Bakers achieved both its short-term objective of becoming the market leader and its long-term goal of increasing the size of the market. The length of the campaign is testament to the strong sales response, having so far delivered an estimated £58.3 million for the brand.


"Bakers Complete was an excellent paper, with a huge scale of effect that showed how the brand built itself from obscurity to leadership. The paper was laden with proof and convincing evidence, which we found difficult to fault. The long-term proof of the success of the campaign was extremely sound, as was the use of econometrics.

"I am pleased to demonstrate to the client community that long-term loyalty to an advertising campaign pays dividends. Bakers Complete is a fantastic success story and Burkitt DDB presented evidence of this in a thorough, yet eminently readable, fashion."

- The Rt Hon Lord Heseltine, chairman, Haymarket Group and chairman of judges 2005.

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