While marketing companies have been waxing lyrical about the possibilities offered to the advertising world by 3D technology, an otherwise unknown Yorkshire firm has been planning a doggy revolution.

Dog food company Wagg Foods has successfully developed what is thought to be a world first - an advertisement for dog food that entices the animal by exuding a whiff of the meaty chunks contained within.

The advert, which shows a bowl of food and features the strapline "Not to be sniffed at", was developed with the help of researchers who spent years coming up with a smell that attracted pooches. The company claims the fragrance is a mixture of bourgeonal, coumarin, eugenol and the exotic tolu extract.

Tom Page, sales and marketing director for Wagg Foods, said: "Dog food is usually marketed towards owners, but we decided that it was time to put the dog at the centre of things – after all, they're the ones that enjoy our products."

If successful, the firm plans to roll the campaign out across the UK.

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