Ad company set to help firm feed our hungry pets

Gratterpalm, the Leeds-based advertising agency, has been hired by Burgess Pet Care to handle its integrated advertising account.

The agency will be responsible for Burgess's entire portfolio of pet food brands.

There will be two major campaigns for the pet food producer's key brands, Supadog and Excel, followed by a full calendar of projects throughout 2011. The account is expected to include a mixture of TV, consumer and trade press and in-store activity.

Naomi Chatterley, marketing manager at Burgess, said: "It was clear that Gratterpalm had put a huge amount of time and effort into their pitch in order to really understand our brands and growth plans for 2011. In some cases they challenged us to re-evaluate one or two of the assumptions we ourselves had made regarding the potential mechanics to reach consumers, which is just what you want from an agency."

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