Michael Benis

Historic client: Vitapet (Seven Seas ), Hull

This one’s a not recent at all, but it allows you to see what I was producing early on in my career, back in 1989 at Charles Walls Advertising in Leeds.


Vitapet is a subsidiary of Seven Seas, the cod liver oil specialists. When they diversified into pet food supplements, Charles Walls very cannily recommended that they produce a range of specific formulations for different types and ages of pets, a strategy that generated a strong increase in sales.


This was the launch ad for Vitapet’s Cat skin and coat conditioner, which made a humorous play on the link between feline dietary wisdom and a perennial household hazard, attracting attention with a memorable lateral thinking approach.

The Art Director was the one and only Andy Craggs.

Brand and Communications Consultant

Branding • Creative Concepts & Strategy • Copywriting 

• Creative Direction • Speechwriting

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Deny

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