Bearded collie cross Millie, winner of Butcher's recent Pet Care Pup Idol competition, will feature on redesigned dog food cans and in a TV ad campaign as part of a £4m update for the brand. Launched at Crufts next week and on shelf early in May, the new cans build on the brand's regular slogan Fit as a Butcher's dog' and show Millie in action. The new TV ads are scheduled for the summer, with posters and PoS material. Each of the 10 recipes will be colour-coded with a band across the top of the can. "The new look reinforces the natural fitness elements of the brand based on the natural goodness of the food," said brand manager Yetunde Ige. {{P&P }}