Bakers Complete: From underdog to top dog - IPA Effectiveness Awards Case Study 2002

Brief Description: 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. ;---(TAGS)--- Full Title: Bakers complete. Complete communications. From underdog to top dog over 7 years (49 dog years) : doubling market share with one-seventh of rivals' spend ; Number: 2002/28 ; Brand Name: Bakers Complete ; Client: Nestle Purina Pet Care ; IPA_ProductCoding: Petcare (Pet food) ; Agency: Burkitt DDB ; Author: David Simoes-Brown, Susan Poole, Paul Warwick ;