A television and radio advertising campaign has been launched this month by premium dog food brand, Barking Heads.

The £350k campaign is the first time Pet Food UK – Barking Heads' parent company  – has used TV and radio to advertise. The TV commercials will be aired across various Sky channels, whilst the radio campaign will target national stations within big cities such as Liverpool, Manchester and London.

The commercial is designed to promote Barking Heads brand values of natural ingredients, quality recipes and high-meat content to a wider customer base.

Paul Hunter, co-founder of Barking Heads, said: “We know that customers are becoming increasingly knowledgeable about the ingredients in pet food, and are demanding better quality diets. We are proud to be at the forefront of pet nutrition and are excited to unveil our first ever TV and radio adverts.

“The campaign is a significant investment for our brand and links in with our wider marketing activity, which is designed to increase customer awareness.”

Filmed in Bedfordshire, the adverts were written and produced by Radioville and Jungle Creative, with the media planning organised by December 19. The campaign consists of three TV commercials and three radio commercials.

Ben Fairman, Managing Director of Radioville, said: “Barking Heads is not your typical pet food, so Radioville and Jungle Creative created a campaign that reflected the vibrant, quirky nature of the brand.  Working with some of the UK’s best puppeteers we brought to life two of the Barking Heads spokes-dogs, Bailey and Gramps. The resulting ads are funny, engaging, memorable and, like Barking Heads, have bags of charisma.”

Media experts December 19 added: “We are extremely excited to see Barking Heads embark on the next stage of the brand’s life. Devising a cost efficient media strategy to set Barking Heads apart and take on the category, as well as make stars of Bailey and Gramps, was paramount when planning this first major advertising campaign…”