Agency: Burkitt DDB | Authors: Paul Warwick, Susan Poole and David Simoes-Brown |
BRONZE AWARD
Bakers Complete Complete Communications
From Underdog to Top Dog over Seven Years (49 Dog Years)
THE CHALLENGES FACING EDWARD BAKER PETFOODS
A small dog in a big park
In the early nineties, Edward Bakers Petfoods (EBP) was a small player in the billion pound UK pet food business (the largest in Western Europe). In 1994, when Burkitt DDB, then Court Burkitt, was briefed to re-launch the Bakers Complete brand, the market was dominated by the three multinational giants Pedigree Petfoods, Spillers Foods and...