WATCH: Joe-Joe the Cannock cat is a TV treat

Retailer Pets at Home launched its search for real-life footage of pets last year to advertise Wainwright's dog and cat food.

Lynn Wale entered a short video of her black and white cat Joe-Joe playing with a stick in her garden and was delighted to hear he had landed a role in the campaign.

Joe-Joe was given to Mrs Wale's daughter Beth, aged 15, and her sister Laura, 29, on Beth's 10th birthday and has been in their care for almost six years.

The advert, which used the original video of Joe-Joe, premiered on ITV earlier this month and will be aired on several TV channels until September 6.

Ms Wale, aged 57, of Millers Vale, said: "I'm so excited to see him on TV for the new Wainwright's by Pets at Home advert.

"It's like having a famous cat.

"His main love is attention.

"He's never happier than when he's around his family getting fussed over, stroked and cuddled.

"He's an important part of the family and we couldn't imagine our lives without him. He's also now the most famous member of the family."

Scott Jefferson, marketing director at Pets at Home, said: "This advert has been created by us and our customers to celebrate the unique relationship UK pet owners have with their pets.

"Pet ownership is full of happy times and the Wainwright's brand exists to help fuel every dog, cat and owner's innate desire to explore, through simple natural nutrition and outdoor accessories for dogs and cats."

Pets at Home has more than 400 stores across the UK.

The advertising campaign focuses on Wainwright's food which is made with natural ingredients and helps maintain healthy skin and a shiny coat.

Wainwright's has an extensive range of products for cats and dogs including dry kibble, wet foods, treats and pet care accessories.

Among the other pets which feature in the advert is Marley the dog, from Warrington, who is seen playing on a beach in Wales.