Magazine article Marketing

Spillers Revives a Pet Subject with Cat Appeal

Magazine article Marketing

Spillers Revives a Pet Subject with Cat Appeal

Article excerpt

Spillers revives a pet subject with cat appeal

The first big-spending campaign of the decade is ushering in the 90s by exhuming a 60s brand strategy.

With its latest agency Bartle Bogle Hegarty (BBH), Dalgety-owned Spillers -- the only serious challenge to the dominance of Mars' Pedigree in the fiercely contested 1bn [pound] petfoods market -- this week launches a fresh attempt to convert owners of the UK's seven million cats to Kattomeat.

The 3m [pounds] TV campaign breaks as it emerged that Pedigree has switched its 4m [pounds] business for rival Kit-e-Kat out of Grey into BSB Dorland to harmonise its agencies across Europe. Mars will not wait long to retaliate.

BBH's new work sees both agency and client strive to give Kattomeat's near-legendary cat star Arthur more prominence in the struggle to make petfood ads stand out. Spillers claims placing new emphasis on Arthur's role as "spokescat for the brand" gives its creative work the edge. And it freely admits this is a return to a tactic from two decades ago. …

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