// Case study
Giving the dog food brand natural stand-out
The commercial challenge
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.
Our insight
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.
Our Solution
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.
The impact
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.
