As the UK’s No. 1 selling dry dog food, Bakers has long been synonymous with unbeatable taste and tail-wagging satisfaction... ask Pippin & his friends! However, with an influx of cheaper alternatives crowding the market, share began to erode as shoppers lost sight of why Bakers remained their dog’s ultimate favourite.
CLIENT
Bakers
CATEGORY
Grocery Retail
COMMUNICATION
On-pack Promotion
Digital Hub
Bespoke Retailer POS
OBJECTIVE: orive awareness of the ATL proposition that ‘dogs would do anything to get their paws on Bakers’, re-capture lost shoppers and drive frequency of purchase.
EXECUTION: A multi-channel promotional campaign was created using ‘Heist’ as the creative platform, to reflect the ‘fun’ side of the brand.
More than 24,000 unique dog lovers participated in ‘The Great Bakers Heist’ to win hundreds of great prizes from packs of Bakers to a MINI, smartphones and laptops.
