Bountiful Cow Wins Butternut Box Brand Media Account
Updated: 6 days ago
TL;DR: Independent media agency Bountiful Cow has won the brand media account for fresh dog food company Butternut Box after a competitive pitch run in-house, taking on above-the-line media strategy, planning and buying as the challenger brand scales.
Butternut Box has handed its brand media account to independent agency Bountiful Cow, following a competitive pitch managed in-house. The appointment gives Bountiful Cow responsibility for above-the-line media strategy, planning and buying as one of Europe's fastest-growing fresh pet food brands pushes for its next phase of growth.
The win
Founded in 2016, Butternut Box has grown into one of Europe's leading fresh dog food providers, selling gently cooked meals made with human-quality ingredients direct to owners. Its marketing has consistently leaned into that point of difference — most memorably with the 'Taste-tested on humans' campaign — and the new media partnership is designed to carry that distinctiveness into bigger, better-planned brand investment.
Bountiful Cow consistently impressed us throughout the pitch. They have real depth of media expertise and a rigorous approach to effectiveness, but they also understood what makes Butternut Box different and weren't afraid to challenge our thinking. We wanted a partner who could bring specialist expertise to the table while working as a genuine extension of our team. We felt that combination very strongly with Bountiful Cow, and we're looking forward to putting that into practice as we continue to grow the brand. Sarah Rae, Brand Marketing Lead UK, Butternut Box
What Bountiful Cow brings
For Bountiful Cow, the win is a statement account: a high-growth, brand-led advertiser in a category with genuine momentum. The agency has built its reputation on specialist media expertise and a hard focus on effectiveness, and it will now work as an extension of Butternut Box's in-house team on strategy, planning and buying.
We've been long-time admirers of Butternut Box since the 'Taste-tested on humans' campaign — they're not like any other dog food brand. When we started to get a sense of the ambition, energy and purpose within the business, the opportunity to work with them was too good to miss. We're looking forward to building on the outstanding work their in-house team have already done and to help them realise that ambition. Adam Foley, CEO, Bountiful Cow
Marketing Minute's read
Independents keep proving they can win blue-chip brand accounts on expertise and chemistry rather than scale alone. For a challenger like Butternut Box, the logic is clear: as budgets grow, the risk is that distinctive brands start buying media in the same old places and blend into the category. A specialist partner that challenges the thinking — and is measured on effectiveness, not just reach — is how you protect a hard-won difference while spending more. Expect the fresh pet food category, already one of the liveliest in UK retail, to get noisier as a result.
Quick FAQ
Who won the Butternut Box media account?
Independent media agency Bountiful Cow, following a competitive pitch run in-house.
What will Bountiful Cow be responsible for?
Above-the-line media strategy, planning and buying for the brand.
What is Butternut Box?
A fresh dog food company founded in 2016, now one of Europe's leading providers of gently cooked meals made with human-quality ingredients.
Appointing a specialist independent as a brand scales is a smart, confident move. The hard part now is keeping Butternut Box's distinctiveness intact as spend rises — and judging the partnership on effectiveness, not just the size of the plan.
As your media budget grows, protect what makes your brand different — pick a partner measured on effectiveness, not just reach.
Is your media partner challenging your thinking, or just buying in the same old places?
If you would like to know more about this topic, please contact us on danieln@merxmarketing.co.uk
Sources: Campaign UK, The Drum.
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Written by Daniel Nikolla, Founder of Merx Marketing Ltd and Marketing Minute
