Leading dog food brand Harringtons sponsoring the fourth series of Channel 5’s hit documentary The Yorkshire Vet set which is now on air. This is the first time that brand owner Inspired Pet Nutrition (IPN) has taken up TV sponsorship for either its Harringtons or Wagg brands.
The tie-up is a natural fit as Peter Wright – one of the vets who star in the series – regularly visits the brand’s factory at Dalton in North Yorkshire to approve pet products going for export.
“Given our link with Peter, the opportunity to sponsor the programme seemed a perfect extension to our on-going ATL activity,” said Tom Page, Sales & Marketing Director at IPN. “We are a long-established, family-owned business supplying products for dogs, cats and other small animals and our site is only a few miles from the practice’s Skeldale Surgery in Thirsk. Skeldale also has a rich tradition in animal care stretching back to Alf White – better known to millions as vet and author James Herriot.
“The series regularly attracts some 1.5 million viewers and is a great way for us to communicate the natural benefits of the Harringtons range and raise awareness even further.”
Harringtons is currently the runaway success story in the branded sector of the UK’s dry dog food market. In the 26 weeks to 25/2/2017 sales showed the fastest rate of growth of any brand – up some 40% in both volume and value terms1. The brand has also been a consistent performer over the past year and now generates total sales of nearly £25 million. Again, it clearly outperformed its competitors over this period with sales growth of some 35% in both volume and value terms2. Sales data has also shown that, over the past year, the first ten places in the volume table of top selling dry dog Skus (Stock Keeping Units) were all occupied by either Harringtons or its sister brand Wagg3.
In addition to the sponsorship, a new burst of marketing activity is underway to further support the Harringtons brand including advertising on TV and radio and through digital channels. The brand’s packaging has also been re-designed to further highlight its natural qualities.
1 Harringtons’ sales up 41.9% value and 42.1% volume (Source: 26 weeks Nielsen Total Coverage to 25.02.17)
2Harringtons sales up 34.7 value and35.3% volume (Source: 52 weeks Nielsen Dry Dog Total Coverage to 25.2.17)
3Nielsen Dry Dog Total Coverage 52 weeks to 25/2/17 Volume
Dan Reeves – Marketing Manager
Tel: 01845 578111