London - Wall's, one of the UK's leading food brands, is heralding the return of its iconic dog to its UK advertising campaign. The new ads, set to break during the semi-final of ITV1's ‘Britain's Got Talent' on the 21st May, form part of a wider multimillion pound campaign which spans TV and online.
The 30' ads, created by Saatchi & Saatchi London, feature a new-look miniature dog that is used by the male stars of the ads to express their feelings to their loved ones.
In the first ad, a husband is overcome with joy after his wife serves him a plate of meaty Wall's sausages - he uses ‘Allan' to demonstrate his gratitude through song. In the second ad, due to be unveiled later in the year, a van driver uses the dog to thank the garage attendant for giving him his tasty Wall's sausage roll.
Phil Chapman, Chief Marketing Officer for Kerry Foods UK, said:
"Wall's is a much loved British brand, so who better to talk about the brand than a much loved British character. I've worked with the Wall's Dog for a number of years so I'm proud to be bringing him back after a three year break. He's changed significantly since we first launch him in 1993, so I'm really looking forward to seeing the response from the new generation of Wall's fans."
Paul Silburn, creative partner Saatchi & Saatchi said:
"We're very excited to launch our version of the Wall's dog - a tiny one that lives in a ring box and plays the keyboards. He's a dog specially created for today's media landscape, with his paw on the pulse of social media too."
The Wall's dog was originally devised by the advertising agency McCann Erickson in 1993, inspired by the talking dog from Sunday Night's TV show ‘That's Life'. His first television appearance was in an ad where his owner tried to train him to say "sausages", but all he could say was "Wall's". The Wall's dog come-back marks the latest in a long run of major brands returning to their advertising heritage.