Magazine article Marketing

Spillers' Sharrock Moves into Europe

Magazine article Marketing

Spillers' Sharrock Moves into Europe

Article excerpt

Pet food giant Spillers is seeking a new marketing director after promoting John Sharrock to oversee a European expansion drive.

Sharrock, who was six years in the job, this week becomes managing director of Dalgety-owned Spillers Foods International.

His main task is to accelerate the growth of key cat and dog food brands in Europe. The initial focus is Germany, where Spillers bought leading pet food company Hopermann in 1990. Ad campaigns for Bonio, Prime and Arthur's are being planned through the German offices of Ogilvy & Mather and BBH.

Sharrock's UK role, which also included responsibility for R&D and quality assurance, helped Spillers build market share by an average 1% a year, rising from 20% six years ago to "around 25%" today.

Although the 3bn [pounds] European pet food market is dominated by Mars-owned Pedigree, Nestle (owner of Friskies) and Quaker (owner of cat food brand Felix), Sharrock still sees "a major growth opportunity. …

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