Leading dog food brand Harringtons has re-designed its packaging range to increase category stand-out and simplify the shopping experience for consumers. The newlook packs are now rolling out nationally as brand owner Inspired Pet Nutrition (IPN) aims to capitalise on impressive recent sales growth.
Harringtons sales have accelerated by some 40% in both volume and value terms1 since the launch last September of an integrated marketing campaign which included a £1 million of TV advertising. In addition, the brand’s Turkey & Vegetables 2kg complete dog food variant is the UK’s No1 selling sku by value in the last 26 weeks.
Marketing manager Dan Reeves said: “It is Harringtons’ first pack redesign for a decade and as the range is increasing and entering new categories such as wet pet food, we need to have a consistent approach across the range.
“The clearer, more contemporary designs make it easier for shoppers to spot the range as they enter the aisle and quickly identify which variant they want. A suite of packaging has also been created covering cats and small animals as well as speciality packs such as hypoallergenic and grain free. The launch of the designs coincides with our latest burst of marketing activity on TV, radio and through digital channels.”
Following a competitive pitch, IPN awarded the design brief to global design agency Hornall Anderson.
Account director Nicola Thomson said: “The new designs represent evolution rather than revolution. We have retained the natural, healthy aspects of the brand through using paper material and introduced a more crafted feel into the design. The current dog photography is also still there to retain loyalty from current customers.”
“There is now a brighter colour palette and we have made it easier to shop by dog size and age. Clear and easy to understand icons have also been introduced on both the front and back faces.”
1 Harringtons’ sales up 41.9% value and 42.1% volume (Source: 26 Weeks Nielsen Total Coverage to 25.02.17)
2 Sales worth £3.4m (Source: 26 Weeks Nielsen Total Coverage to 25.02.17)