Magazine article Marketing

Branding: Butcher's in Gourmet Range

Magazine article Marketing

Branding: Butcher's in Gourmet Range

Article excerpt

Petfood manufacturer Butcher's is launching a super-premium dog food called Butcher's Superior to tap into the increasing trend of owners buying products that sound like items from a menu.

The firm, which uses the tagline 'Fit as a Butcher's dog' in all its ads and on packs, appointed branding consultancy Bulletproof to create the packaging for Superior.

Butcher's describes the wet foods, which come in 1200g and 400g cans as well as foil trays and pouches, as 'humanised' gourmet recipes. Flavour variants include Fresh Country Game and Ham Medley, and Fresh Turkey, Game and Garden Vegetables. The range is made with real meat pieces.

'The premiumisation of the petfood market has been apparent for some time and Superior adds more choice to our existing range. It will appeal to the emerging breed of pet owner who naturally upgrades to luxury choices in the supermarket,' said Butcher's head of marketing Sarah Alexander. …

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