Bakers Complete - Because dogs don’t do the shopping: how consistent advertising helped make Bakers the pet food phenomenon of the last decade

Since 1995, a consistent advertising campaign has propelled Bakers from an unknown brand to the second largest brand of dog food.
Agency: Burkit DDBAuthors: 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...

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