Wagg Opts For TV Repeats
08/09/2006
Following the success of last year’s foray into TV advertising, pet food manufacturer Wagg has embarked on a follow-up campaign in a bid to further strengthen its market position.
The 30-second advert, up-dated to include Wagg’s new packaging, is running throughout September in the HTV West and Wales, Anglia and Central TV regions.
The ad, which features Wagg Complete Original and Wagg Complete Chicken & Veg, underlines the healthy qualities of Wagg’s offering, with the content epitomising the ‘healthy from nose to tail’ brand message. It stars a variety of dogs and stays true to Wagg’s status as a down-to-earth British brand for happy, healthy pets.
Wagg is currently the fastest growing brand in the value dry dog food sector1 and has recently overtaken Pedigree Complete by volume market share in the UK Grocery channel.2
Director Tom Page believes much of this success was linked to the first TV campaign which was part of Wagg’s biggest ever marketing push.
He said: “It has been another phenomenal 12 months for Wagg. We recorded 35% growth in branded dog food sales for the second year running and there is no doubt that the last marketing campaign has put our products front of mind with many consumers."
“The advert reflects exactly what the Wagg Foods brand is all about – healthy food for healthy, happy dogs. We hope to get across both the high quality of Wagg, and its’ great value. If we achieve half the growth rate we saw last time, we will be delighted.”
1 - Wagg annual sales figures, revealed in September 2005, showed an overall sales increase of around 60 per cent, with sales of Wagg branded products increasing by 40 per cent. The Mintel Report: Pet Food and Pet Care Retailing, May 2005, showed that the market was estimated to have grown by less than 2% in the previous 12 months.
2 - TNS Superpanel Info for 52 weeks ending Mar 26th 2006 shows Wagg Complete at 14.3% market share and Pedigree Complete at 14.1% (share by volume / tonnes all UK Grocers only) Pedigree Complete has moved down from a 21% share two years ago.
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