Bakers is the story of success with a long-term campaign: it demonstrates the pre-eminent ability of television to be the springboard to enduring brand fame. The brand overtook the big players to become the UK's number one and fastest growing dry dog food brand. This story starts in 1994 when the dog food market was dominated by tinned 'meat' and Bakers was one of a number of small, dry dog food brands. To challenge behavior, and the major brands, Bakers needed a significant difference in brand personality, not just product. This led to the idea of 'dogs would choose Bakers'. Bakers launched the campaign on TV and, through it’s success, continues in this powerful medium. The brand achieved both its short-term objective of becoming the market leader and long-term objective of increasing the size of the market. 10 years on, this campaign is still running. This is a great example of how TV can engage audiences with brands over long periods of time. The length of the campaign is testament to the strong sales response, having so far delivered an estimated £58.3 million for the brand.

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