Harringtons is set to launch a three-month £1.25m campaign led by the sponsorship of the fifth series of Channel 5’s huge hit documentary 'The Yorkshire Vet' and closely followed sponsorship of 'Ben Fogle’s: New Lives In The Wild', another Channel 5 hit series, both strongly aligned to the brand’s target audience.
The campaign will see Harringtons on TV for three months in the lead up to Christmas, seeing a shift from burst activity to an ‘always on’ approach with the aim of increasing awareness and consideration.
A mix of 20” and 10” adverts will be supporting the programmes through October and November along and capitalises on Sky’s AdSmart technology to target dog owning households further as Dan Reeves, Marketing Manager explains, “With only a quarter of UK households owning a dog and current targeting on TV remaining relatively broad we’re able to use AdSmart to reduce attrition of our budget”.
Reeves comments further “We’ve seen a significant growth period, increasing our penetration rates by 30%1 following our re-launch last September, packaging re-design and regional ATL programme in spring. We now want to reach more people to let them know that Harringtons is the natural choice when considering a new pet food”
Supported with a heavy-weight digital spend, the activity will then lead into a social media campaign to drive the brand’s core attributes.
The relationship with Peter Wright – one of the vets who star in the series – ensures a perfect fit with Peter a regular visitor to the office and site at Dalton in North Yorkshire where he works on approval of Harringtons global exports with sales continue to grow in territories such as Germany, New Zealand and Singapore.
Harringtons continues to be the stellar performer in branded pet food, driven by dry dog where sales are up 44%YoY in the 52wks2. The brand has also grown strongly across wet dog food and in the cat market with a recent launch in wet cat pouches. The brand is currently achieving over £38m value within grocery alone3.
1 Nielson Penetration data, Dog Category, 52wks to 12th August 2017
2 Harringtons’ sales up 44.3% value and 44.7% volume (Source: 52 weeks Nielsen Total Coverage to 12.08.17)
3Harringtons category sales value of £37.56m across grocery Dry Dog, Wet Dog, Dog Treats, Dry Cat and Wet Cat (Source: 52 weeks Nielsen 12.08.17)
