Bakers Complete - Ten years of success is more than just a shaggy dog story

The first of our joint Grand Prix winners is a classic long-term success story. Using a single, consistent advertising campaign over a 10-year period, Bakers has risen from obscurity to become the UK’s number one brand of dry dog food.
Agency: Burkitt DDBAuthor: Susan Poole

Bakers Complete – Ten Years of Success is More Than Just a Shaggy Dog Story

INTRODUCTION

This is the story of success with a long-term campaign, bringing together an innovative and unique product, a strong insight, a bold strategy and consistent executions. The brand's innovation and consistency has enabled it to grow from a small brand, to surpass the big players and become number one.

A 10-year campaign is a rare occurrence these days – rarer still for a brand that in this time has had three parent companies,1yet only...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands