Pets at Home: What's in the recipe? by krow Group

Agency: krow Group
Date: Oct 2017
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Pets at Home has signed up celebrity farmer Jimmy Doherty to front its new advertising campaign, which encourages dog owners to read the labels of their pet’s food in order to make an informed decision.

‘What’s in the recipe?’ sees the TV presenter recreating a cookery style show in a countryside kitchen to demonstrate the types of ingredients contained in some dogs’ chicken dinners. Jimmy mixes a range of ingredients - taken from an economy dry dog food recipe example - including cereals, meat and animal derivatives and derivatives of vegetable origin before finally adding four per cent chicken and an endline, ‘Always check the ingredients’.

An investigation by Pets at Home revealed a number of differences between the ingredients in leading dry dog food products, whilst further research found that a quarter of pet owners have never read the ingredients label on their dog’s dry food.

Jimmy appears in-store with the key message of ‘What’s in the recipe?’ to communicate an understanding of ingredients being the first step to choosing the right food for your dog.

Pets at Home has also launched an online recipe calculator with the help of Havas Helia, allowing customers to compare the ingredients and feeding costs per day of their current food against a number of other dry dog food brands.

The campaign will be supported across a number of channels in conjunction with a team of agencies: Carat Manchester, Creative Race, Havas Helia and Havas PR UK.


Creative director, Tim Robertson

Art director, Ed Shore

Copywriter, Tristan Marshall

Planning director, Matt Watts

Senior account director, Emma Christmas

Account manager, Jo McClatchey

Agency producer, Sushi Tester

Editor, Scot Crane at The Quarry

Post production, Absolute Post

Director of photography, Simon Weekes

Sound engineer, Jim Griffin at Jungle

Media planning and buying, Carat

In-store point of sale, Creative Race

Online recipe calculator, Havas Helia

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