|Anunciante||Nestlé Purina PetCare|
|Marca||Bakers Complete Light|
|Producto||Complete Dry Dog Food|
|Sector Empresarial||Comida para mascotas, productos y servicios para el cuidado de animales domésticos|
|Lema||Bakers Complete Light - For Hounds Who Want To Lose Pounds|
|Filosofía|| From Underdog To Top Dog|
This case documents how Bakers Complete has risen from underdog to top dog in just 7 years. Market share has doubled, the number of dogs using Bakers has quadrupled and Bakers is today the number one complete dry dog food brand. And all this was achieved while being seven times outspent by competitors. During these seven ears the brand has had three different owners and five different marketing directors but only one agency, one integrated communication strategy and one dog.
|Director creativo||Jon Canning|
|Director creativo||Steve Chetham|
|Director artístico||Chris Owens|
|Responsable de conceptos / redactor||Dave Newbold|
|Director de publicidad||Amanda Bindon|
|Planificador de cuentas||David Simoes-Brown|
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