Cranswick has invested a seven-figure sum in a new television advertising campaign for its Vitalin brand.
The campaign breaks today (March 28) with a 30-second TV ad and accompanying online campaign running across ITV, Channel 4, Channel 5, and Sky, plus online display and social channels. It represents parent company Cranswick’s first brand investment in the pet category and the first TV advertising campaign in Vitalin’s 71-year history.
The strapline ‘That’s a Vitalin Dog’ forms part of a brand platform that Vitalin will extend across all areas of marketing, alluding to Vitalin’s heritage as a British brand, while bringing it up to date for modern dog owners.
The ad was created by Studio Yes, the creative and production firm behind campaigns for Sacla, Belvoir Farm, Cuvva, and Costa, and references Vitalin’s use of locally-sourced British ingredients as well as added supplements such as paraprobiotics and prebiotics.
Jerry Lowe, head of marketing at Vitalin, said: “We have ambitious plans for the growth of Vitalin and, ultimately, we want to become market leaders in what is a very crowded category.
“The Vitalin brand has stood for British pet food, made with love since 1953, and we’re carrying on that tradition to this day. As part of Cranswick plc our farming roots remain and, as such, we’re backing British farming and only using British meat in all of our recipes – 67% of our recipes are sourced within 100 miles of our home at Lodge Farm and our packaging is recyclable, too.”
