The UK’s largest growing dog food brand, Harringtons, has picked Alchemy to deliver their biggest campaign yet, taking the brand into homes across the nation with a three-month £1.25m campaign.
We’ve developed a fantastic campaign which combines TV airtime with some high profile and contextually relevant broadcast sponsorships, delivering stature and high audience reach for the brand.
Leading with sponsorship of the fifth series of Channel 5’s huge hit documentary The Yorkshire Vet and closely followed with sponsorship of Ben Fogle’s: New Lives In The Wild, these hit series appeal to animal lovers and consumers who want the best in natural nutrition for their four-legged friends.
Spot airtime kicks off with a centre break of Coronation Street on ITV and continues with a strong schedule across ITV & ITV Digital channels, Channel 4, Five, Sky channels and also utilising Sky’s AdSmart technology to specifically target airtime to dog-owning households.
We know that Harringtons consumers have great taste and seek out the very best quality, whether it’s dog food or what to watch that evening. From gripping dramas like Liar to the high-pressure 6 Chair Challenges on X Factor, the ads will run alongside the very best of TV this autumn. The campaign is supplemented with a heavy weight digital spend, leading into a social media activity to drive the brand’s core attributes.
The brand is a real success story in its category, with a 44% YOY increase in dry dog food in the last 52 weeks1 and exciting plans for the future, the Harringtons story is a gripping tale in itself.
Airtime starts from today (9th October)- will you be tuning in to see this top dog?
1 Harringtons’ sales up 44.3% value and 44.7% volume (Source: 52 weeks Nielsen Total Coverage to 12.08.17)
Monday 9th October 2017