Butcher’s Pet Care has recruited celebrated pet behavioural expert Sarah Whitehead to act as its brand ambassador.

Whitehead, who has penned several bestselling training books and is an international lecturer on animal behaviour, will work on a number of projects, including Butcher’s pet care books, its new website and promotional literature.

Marketing head Yetunde Ige said Whitehead’s appointment represented a “major step”. The brand rose to sixth place in the petfood section of The Grocer’s last Top Products Survey (December 14, 2002) as sales of its wet foods rose 3% to pass the £31m mark [Information Resources 52 w/e Oct 6 2002].

“The marketplace is changing and it is essential that we take a responsible attitude to pet care.” and keep up with current trends,” said Ige.