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The Apprentice: Series 7

Lord Sugar

Nick Hewer

Karren Brady

Michele Kurland

Mark Saben

The Apprentice: Series 7: Episode 5: Create, Brand and Launch a Pet Food

Reality

Create, Brand and Launch a Pet Food

Episode 5

Episode 5: Create, Brand and Launch a Pet Food

Series 7

BBC One - The Apprentice, Series 7, Create, Brand and Launch a Pet Food

The teams must create a new brand of pet food, one choosing dogs and the other cats.

Lord Sugar sets the candidates the task of creating, branding and pitching a new pet food. One team chooses dogs, the other cats.

In a pre-recorded briefing via a giant screen flanked by Karren and Nick, Lord Sugar has called the candidates to an advertising agency. Their task will be to create, brand and pitch a new pet food. But before they start Nick has a message from the boss - once again he picks the team leaders.

One team chooses dogs, the other cats. Both teams split - one half to Lincolnshire to create the food, the other half staying at the agency to name and brand the product. Supported by Britain's biggest pet food manufacturer it looks like a breeze, but soon the teams are making some fateful decisions, sweeping aside advice from pet-loving focus groups and inventing product names so leftfield that even teammates can't understand them.

Professional packaging for their products restores confidence momentarily, but the next job - to make commercials - plunges the teams into more confusion as they try to get creative. Animal auditions prove tricky and casting a male voice for a sexy female cat puts an actor on the spot.

As the results are pitched to pet food experts and ad-men, optimism turns to cold reality. Analysis is fed back to Lord Sugar and the boardroom battle begins. No amount of barking or begging can save the doomed when it comes to the master's fateful command - 'You're fired'.

BBC One

Lord Sugar returns with 16 hopefuls competing to win a £250,000 investment.

Sixteen hopefuls compete to win a £250,000 investment to start their own company, with Lord Sugar as their business partner.

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Episode 5: Create, Brand and Launch a Pet Food

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