Bakers Complete - From underdog to top dog: doubling market share with one-seventh of rivals' spend

As a Complete Dry Dog Food (CDDF) specialist, Edward Bakers Petfoods’ (EBP) strategy was to facilitate sector growth, stealing share from canned dog foods.
Agency: Burkitt DDBAuthors: 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...