Harringtons

THE CHALLENGE
Harringtons wanted to challenge the leading brands with their range of natural dog food.

 

THE INSIGHT
Bring to life Harringtons ‘natural choice’ proposition.

 

THE IDEA
A TV and online campaign plus sponsorship of the fourth series of Channel 5’s hit documentary The Yorkshire Vet, was a natural fit for a natural dog food. Shot in a naturalistic style, the idents showed dogs at their happiest – against the backdrop of the gorgeous Yorkshire Dales.

 

THE RESULTS
Harringtons is currently the runaway success story in the branded sector of the UK’s dry dog food market. In the 26 weeks to February 25, sales showed the fastest rate of growth of any brand, up 40% in both volume and value.

The brand has been a consistent performer over the past year and generates total sales of nearly £25 million, with key retailers reporting increased sales of over 100%.