The investment follows a period of growth for the brand, which has increased in value by 13% in the past year thanks to strong sales – Circana, 52 weeks ended 30 December 2023.
Webbox Natural’s new campaign will see the product advertised on TV for the first times, accompanied by the launch of refreshed packaging for the brand. The redesign includes a satisfaction guarantee on the packaging, offering a 100% refund if your pet doesn’t like the product.
Commenting on the campaign, head of marketing Lisa Melvin said: “We know thanks to our exceptional growth in the last year that our delicious Webbox Naturals recipes can tempt fussy felines and picky pooches while delivering the goodness they need to be happy and healthy. That’s why we’re expanding our reach among pet parents with the brand’s first ever TV and cross-channel campaign.
“Such is our confidence in the brand, we’re also adding a 100% money back guarantee to the product offering. We hope this, coupled with engaging activations and a far-reaching presence across consumer touchpoints, will reiterate our commitment to providing the best quality possible, at great prices, and to generating future success across the food and treats categories.”
The Webbox Naturals range is listed in retailers including major grocers, online and in the pet trade. It’s one of a number of brands owned by Pets Choice, including Queen’s Award for Enterprise – International Trade winner Tasty Bone, Meatiful, Feathers & Beaky and Spike’s Hedgehog Food.
Established in 1988, Pets Choice came about as a business after several national pet businesses amalgamated. In 2019 the manufacturer opened a new 65,000 sq ft factory and operates a 140,000 sq ft warehousing facility.
Meanwhile, Inspired Pet Nutrition (IPN) passed the £200m in sales mark as of June 2023, the firm has announced.