Giving the dog food brand natural stand-out

The commercial problem

Harringtons is uniquely positioned in the market as a natural and affordable premium dry dog food. But the company was struggling to gain awareness over bigger brands with bigger budgets.

The human problem

Dog owners needed a reason to choose Harringtons over major brands they knew and trusted.

The human truth

The family shop is becoming ever more health conscious. As dogs are seen as part of the family, their owners want what’s best for them too.

The unmissable value

We created a TV and online campaign that championed the product’s natural qualities. This included sponsorship of Channel 5’s ‘The Yorkshire Vet’ and ‘Ben Fogle: New Lives in the Wild’ – bringing the proposition to life in a compelling and relatable way for dog owners

40% increase in sales
The 'punch above your weight' result

Harringtons became the UK’s top-performing dry dog food. In 26 weeks, sales rose by 40% in both volume and value, with key retailers reporting an increase of over 100%. Due to its success, the campaign was subsequently run by the brand’s Norwegian arm.