Butternut Box Dog Food Reimagines Classic Hit to Bring Freedom to Mealtimes

Butternut Box, the leader in Fresh dog food, has launched a campaign aiming to get dogs not just eating but thriving, by launching an ad campaign that features a remix of Thelma Houston’s classic hit 'Don’t Leave Me This Way'.

Created by Brothers & Sisters, 'Don’t feed me this way', the brand’s biggest TV ad campaign, is designed to capture the attention of the UK's dog lovers by embracing the catchy melody of the classic hit, reworking the lyrics to bring freedom to dog’s mealtimes.

The campaign highlights Butternut Box’s Fresh dog food, made with human-quality meat and vegetables, not processed, and served from the fridge. With the tagline 'Because Dogs Deserve Fresh,' it reminds pet owners that their dogs deserve the best mealtime experience possible.

The campaign, which includes the hero TV film, features the hero dog - who can be seen pleading to its owner for freedom from boring, dry dog food. The despair is palpable - until the owner finally pulls Fresh Butternut Box meals from the fridge, setting their furry friend free with a tail-wagging feast.

Launching today across TV and digital platforms, the campaign combines humour, nostalgia, and an irresistible doggy charm to drive new customers to ButternutBox.com. It’s a rallying cry for dog owners to make the switch to Fresh food - because nothing else will do for man’s best friend.

Andy Fowler, ECD of Brothers & Sisters, said, “As a nation of animal lovers this ad is designed to speak  to the deep emotional connection people have with their dogs. Britons are renowned for loving their pet dogs like they do their children, so Butternut Box is perfectly placed to tap into that depth of love.”

Jordan Carp, senior brand manager at Butternut Box, said, We’re very excited to launch our new TV campaign to build greater memorability and fame around Butternut Box, and what better way to achieve that than by tapping into a classic music track, memorable strap-line and characterful dog. Butternut Box is a fresh take on the best way to feed our beloved dogs, who deserve better than the traditional options currently found in dog food. The ad itself also brings a fresh take on TV advertising within the category and we hope dog parents are excited and entertained by the prospect of trying Butternut Box.