Member Article

One has taste of national campaign with Pets Choice

Sale-based integrated communications agency, One, has supported a national advertising campaign by Pets Choice, providing a range of social media and marketing services.

The pet food company, which is based in Blackburn, appointed One to support a multi-channel campaign for its Webbox Natural range – wet and dry food and treats for cats and dogs.

As well as contributing towards the campaign plan, art directing a photo shoot and managing the social media strategy and content, One has delivered a range of assets, including digital and print adverts, direct mail, product brochures, emails and in-store point of sale for retailers.

The creative, which was rolled out across all campaign assets by One’s studio, echoes the ‘naturality’ of the products in question, giving personalities to the animals featured and showing them in their natural environment.

The campaign officially launched this month (April 2018), with the TV advert featuring on Yorkshire TV and the ITV hub, as well as being disseminated via Sky AdSmart.

Established in 1881, Pets Choice incorporates a number of brands including Webbox, TastyBone, Meatiful, Spike’s World, Goodwyns, Davies, Oceanic, Feathers and Beaky and Vitakraft and is fully ISO 9001 accredited for the manufacture and distribution of pet food.

The ad campaign builds on an impressive 12 months for Webbox Natural, with the retail value of the brand sitting at an impressive £4.2million

Julie Butcher, head of marketing at Pets Choice, said: “Although Webbox Natural is already performing very well in the UK market, we felt that a TV campaign would really help bring the ethos of the brand to life. With customers becoming more discerning about the food they give to their pets, demonstrating the benefits of a premium, yet affordable, pet food on TV is the best way to get this across.

“This campaign is a huge step for the Webbox Natural brand and we knew that an integrated marketing approach would help us make the most impact.

“One has always impressed us with creative flair, meticulous detail and an unwavering commitment to doing a good job, so was the perfect choice for delivering such a campaign.

Will English, client services director at One, added: “Our relationship with Pets Choice dates back many years, so we know what ticks their boxes and also what works for their audiences.

“The campaign centres around ‘100% natural ingredients, for perfectly natural pets’, true to Pets Choice belief that their customers’ pets deserve the very best with no added nasties. The creative reflects this ethos not only in the overall treatment but also in the food itself.

“The ad is based around capturing pets at their natural best and has been implemented throughout all digital and print assets, so we hope that the campaign will have the desired effect of increasing awareness and demand.”

Offering digital, PR, social media, advertising and design services to a range of B2B and B2C clients, the agency’s client roster includes Hoover, Taylor Wimpey, United Utilities and Bupa.

This was posted in Bdaily's Members' News section by One .