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.