Butchers and 5 Get Tails Wagging with New Co-Branded Partnership.

Butcher’s Nourishing Food for Dogs and 5 are ‘celebrating life with our four-legged friends’ in an exciting new canine collaboration. Aimed at driving awareness and consideration for Butcher’s Nourishing Food for Dogs, the partnership launches across a range of relevant 5 programming from April 15th 2025 through to the end of June.

Specially created idents will feature a variety of furry friends interacting with the 5 logo, flowing seamlessly into Butcher’s 30-second TV creative.

The campaign kicks off with placements around Springtime on the Farm, which won Factual Show of the Year at this year’s TV Choice Awards. Each ident will celebrate different genre strands on 5 including UK travel, outdoor life, and animals.

To extend the experience, Butcher’s will publish walking guides on its website, inspired by 5 programming. These guides will feature routes inspired by 5 talent and shows, such as a walk across Grassington, where the hugely popular drama All Creatures Great and Small is filmed.

Natasha Bryant, Senior Brand Manager for Butcher’s, said: “This is an exciting campaign, rich in innovation and an excellent way to bring owners into the Butcher’s world. Through a valuable and entertaining campaign experience, we’re proud to showcase our range of foods that support a healthy diet—helping owners prioritise their dog’s wellbeing, day in and day out.”

In addition to the TV campaign, an exclusive competition will see one lucky owner win the chance for their dog to feature in a walk-on part in a future 5 drama.

Liz Sloan, Head of Planning at Notorious, commented: “Our media plans for Butcher’s have always focused on showcasing our belief in the power of dogs to a nation of dog lovers. 5 has collaborated brilliantly across all teams to deliver this special partnership—with a celebration of dogs right at its heart.”

Scott Taylor, Group Account Director, Paramount Ad Sales International: “This creative partnership with Butcher’s is a great example of how brands can connect with 5’s loyal viewers through much-loved relevant shows and talent to reach audiences across platforms at scale.”

Olivia Whalley, Senior Account Manager at Recipe, said: “This has been a fantastic collaboration, blending creativity with the charm of furry friends to bring Butcher’s message to life. Through our specially designed idents, we’ve been able to seamlessly integrate fun and engaging visuals with 5’s programming. We’re proud to have played a part in delivering a campaign that not only captures attention but also strengthens the bond between dog owners, the Butcher’s brand and 5.”

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