Kibble rains down over a Yorkshire village, much to the delight of its canine residents, in a new TV campaign for dog food brand Harringtons.
It is the first work by the creative agency Dog Cat & Mouse since winning the account in a three-way pitch earlier this year.
Narrated by a small dog called Yorkshire Terry, Harrington’s first brand character, the 30-second execution sees a ‘miracle’ kibble downpour bring Terry’s canine mates out to eat as much as possible.
Set to the Culture Club track, ‘It’s A Miracle’, Terry explains how Harringtons is made with fresh meat, making it a premium dog food yet affordable for all.
The £6m campaign will break in July and will run across national TV, online and radio for a year.
It is part of a relaunch of the brand, which is owned by pet food manufacturer, IPN.
The through-the-line campaign aims to recruit new shoppers and highlight Harringtons’ position as a market leader.
According to the latest data, Harringtons outsold all other dog food brands in the UK by volume in the year to 20 May (Source: Circana, Total Dogfood, Volume Sales, 52 w/e 20 May 2023, All Outlets UK).
Chris Wragg, Group Marketing Director at IPN, said: “Harringtons has seen phenomenal growth thanks to the unique combination of premium, natural nutritional quality, but made affordable to all.
“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.”
Steve Stokes, Planning Partner at Dog Cat & Mouse, 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.”