Bakers is the story of success with a long-term campaign. The brand overtook the big players to become the UK's number one and fastest growing dry dog food brand. This story starts in 1994 when the dog food market was dominated by tinned 'meat' and Bakers was one of a number of small, dry dog food brands. To challenge behaviour, and the major brands, Bakers needed a significant difference in brand personality, not just product. This led to the idea of 'dogs would choose Bakers', 10 years on this powerful campaign is still running. Bakers achieved both its short-term objective of becoming the market leader and long-term objective of increasing the size of the market. The length of the campaign is testament to the strong sales response, having so far delivered an estimated £58.3 million for the brand