That’s a Vitalin Dog

Vitalin, one of the UK’s oldest pet food brands, has celebrated a seven-figure brand investment with the launch of its first TV campaign.

The 30-second TV ad, and accompanying online campaign titled ‘That’s a Vitalin Dog’, will run across ITV, Channel 4, and Sky, as well as online display and social channels starting from this Thursday (March 28th).

The ad was created by Studio Yes, the creative and production firm behind campaigns for Sacla, Belvoir Farm, Cuvva, and Costa.

The commercial alludes to Vitalin’s heritage as a 71-year-old British brand, while bringing it up to date for modern dog owners. The ‘That’s a Vitalin Dog’ catchphrase forms part of a brand platform which Vitalin will extend across all areas of marketing.

Shot entirely in the UK (complete with British winter weather), the ad aims to create instant brand recognition for Vitalin. The creative centers on the British love for animals and focuses on beautiful, playful dogs - with people looking on admiringly and uttering the catchphrase ‘That’s a Vitalin Dog’.

The ad also references the locally sourced ingredients - a unique offering in the space - and embeds the brand firmly in the British countryside, where it was founded 71 years ago.

To shoot the ad, Studio Yes worked with director Katie Bell, who has many years of experience working on commercials with children and animals for some of the UK’s biggest brands. In an unusual twist, Sam Ojari, Managing Director at Studio Yes also provides the ad’s voiceover.

The campaign follows a full redesign of the Vitalin brand from B&B studio, the design firm who’ve worked on premium brands such as Belazu, Fever Tree, and Pip & Nut.

The new positioning and packaging brings the brand up to date while maintaining its heritage and connection to the British countryside.

Vitalin is owned by Cranswick Plc, one of the UK’s largest food manufacturers, and owners of brands including Ramona’s and Cypressa.

The brand work and ad are Cranswick’s first major brand (re)launch and represent a significant investment from them in the Vitalin brand.