In 1994 Edward Baker Petfords appointed Burkitt DDB, who successfully unlocked the potential of Bakers Complete. Before Burkitt DDB were appointed, Edward Baker Petfords held only a 0.6% share of the UK dog food market, there was no awareness of the advertising and just 20% of dog owners were aware of the brand. Over the last 11 years however, Bakers has grown by an average 32% year on year, has increased market share 16-fold and is now the country's second biggest dog food brand. They have improved their in-store presence and successfully relaunched other products under the Bakers banner. Econometric modelling gives a conservative estimation of £75m in incremental revenue contributed by the advertising over the period