Agency: Burkit DDB | Authors: Susan Poole and David Bassett |
Bakers Complete – Because dogs don't do the shopping: how consistent advertising helped make Bakers the pet food phenomenon of the last decade
INTRODUCTION
This paper is the story of an amazing brand success helped by a single, long-term advertising campaign.
Back in 1994, when Burkitt DDB was appointed, Bakers was a virtually unknown dog food brand with a less than 1% share of the UK market.
Today, in 2006, Bakers has increased market share 16-fold, becoming the country's second biggest dog food brand. And even after a decade...