Winalot set to reach £100 million with new creative campaign and 5 collaboration

Winalot, one of the UK’s most loved dog food brands, is returning to TV for the first time in over a decade. This is part of a major brand investment plan, featuring a new creative campaign and partnership with 5, as Winalot becomes the broadcaster’s official pet nutrition partner.

The move marks Winalot’s first new campaign in more than ten years, in a bid to further connect with dog owners across the UK while introducing the brand to a new generation of consumers.

The new creative campaign was created by Purina PetCare’s creative agency AFG and is designed to bring a fresh chapter to the brand and its iconic roots. It celebrates the “simple wins” that define everyday life for both dogs and their owners and was produced by Patriot Films and Craft Worldwide.

The campaign introduces Lottie and Winnie – two food-obsessed dogs and uses storytelling and British humour to connect with existing consumers, while attracting new shoppers.

Launching this week, the 5 partnership will run for six months around relevant outdoors, animal and drama programming, supported by a wider integrated push across digital, social and out-of-home.

The campaign lands alongside continued product development, including two recent launches – Winalot Dry and Monday Meaty Casseroles. The brand has also seen a recent packaging refresh to further modernise the look and feel, while reinforcing its heritage credentials.

The last few years have seen rapid growth for Winalot.  The brand is predicted to reach £100 million revenue in 2027 due to strong product development that taps into key market trends. 

Winalot has been a valued part of Purina‘s pet food portfolio for almost 100 years with many Winalot products produced at Purina’s Wisbech factory in Cambridgeshire. This latest investment reflects the organisation’s commitment to support British manufacturing and champion iconic UK brands.

Vicky Bates, Head of Marketing – Purina Northern Region, said: “We’ve seen incredible growth in Winalot over the last few years, and this investment marks an exciting new phase for the brand. We’re backing the brand with a clear creative platform and a return to TV to drive scale and relevance amongst UK dog owners. It’s a great example of how we’re investing in local brands with strong equity to unlock further growth.”

Debbie Robinson, Group Account Director, Sponsorship, Paramount Advertising International, said: “As Winalot returns to TV after more than a decade, we’re delighted to welcome them as the official pet nutrition partner of 5. In this collaborative creative partnership, we have combined contextually relevant programming with the reach of 5, creating a partnership that connects Winalot with dog owners in authentic moments, delivering impact for the brand and value for our audiences.”

Source: AFG

  Advertising, AFG, Campaign, Channel 5, Marketing, Paramount Advertising International, partnership, Purina, Winalot