Tomorrow (13 April) marks the launch of Butcher’s Nourishing Food For Dogs’ first advert in five years.
The advert, developed by family-run company Butcher’s and creative agency, Life, will air on ITV during the Britain’s Got Talent ad breaks. The advert aims to capture the unique bond between dog owners and their four-legged friends and the special moments they share every day.
Shot over four days, it bears the strapline ‘Butcher’s. Nourishing food for dogs’ and features 21 dogs and their owners; Winston and Ziggy the dog, Mark and Quincy, the Golden Labrador, and Jack Russell, Teddy, who goes to work every day with owner Rahji.
The voiceover features a poem that calls out how dogs nourish us every day – from walks in the park and on the beach to magically removing our bad moods. As well as the full 30 second advert featuring the poem, two 10 second cut downs focus on the natural, nourishing ingredients and the fact that Butcher’s meat is sourced from British and Irish farms respectively.
Butcher’s have invested £4m in the TV campaign, part of a three year, £25m rejuvenation of the brand that has been driven by Rachel Collinson, director – food for dogs. The last 18 months have seen Butcher’s invest in product and portfolio improvements, rebranding and a redesign of packaging including the replacement of plastic on their canned offering in favour of 100% recyclable cardboard.
Rachel Collinson, Butcher’s dog business unit director, said: “Last year we relaunched the range by unveiling a brand new look; replacing the shrink wrap to cardboard packaging made from sustainably grown trees. The redesign means that our multipacks are now 100% recyclable, removing the equivalent of 4.2 million plastic bottles from the supply chain.
“The launch of the ad continues to show our dedication to give naturally nourishing food for dogs every day. Using actors and their own dogs, we were able to capture on film a real bond that cannot be replicated.”
Niki Cook, marketing director at Life, added: “Butcher’s passion and commitment to making naturally nourishing dog food accessible and affordable for dog owners across Britain, has been the driving force behind this campaign.
“They are on a mission to provide dogs with the food they’d choose for themselves and, watching our four-legged ‘actors’ happily devouring bowls of Butcher’s between scenes, I feel confident that they are delivering on that ambition.”
The full campaign spans TV, print, radio, social and digital.