Dog food brand Harringtons has launched a playful TV campaign to promote the value proposition of its flagship range of products.
Led by the 30-second hero film, the campaign will break next month, running across TV, online and radio for the next year. The campaign forms party of a wider brand re-launch for IPN-owned Harrington’s.
The film marks the first work produced by creative agency Dog Cat & Mouse since securing Harringtons’ account after a competitive pitch process earlier this year.
“Harringtons has seen phenomenal growth thanks to the unique combination of premium, natural nutritional quality, but made affordable to all,” IPN group marketing director Chris Wragg said.
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“Dog Cat and Mouse helped us to bring this unique brand proposition to life, dramatising ‘posh nosh at a proper price’ in an engaging and really memorable way.”
With a £6m spent on the ambitious campaign, Harrington’s hopes to recruit new shoppers and drive awareness of its position as market leader.
Dog Cat & Mouse planning partner, Steve Stokes, added: “Harringtons is a unique brand in the dog food market, offering high quality at an affordable price.
“It was important that the creative work expressed this in a typical Harringtons’ way – playful and down-to-earth, eschewing all of the typical norms of the category.”
