Dog food brand Harringtons is set to sponsor the fourth series of Channel 5\u2019s hit documentary The Yorkshire Vet. \r\n\r\nThe new series starts on\u00a0April 19th.\u00a0This is the first time that brand owner Inspired Pet Nutrition (IPN) has taken up TV sponsorship for either its Harringtons or Wagg brands. \r\n\r\nThe tie-up is a natural fit as Peter Wright \u2013 one of the vets who star in the series \u2013 regularly visits the brand\u2019s factory at Dalton in North Yorkshire to approve pet products going for export.\r\n\r\n\u201cGiven our link with Peter, the opportunity to sponsor the programme seemed a perfect extension to our on-going ATL activity,\u201d said Tom Page, sales & marketing director at IPN.\r\n\r\n\u201cWe 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\u2019s Skeldale Surgery in Thirsk. Skeldale also has a rich tradition in animal care stretching back to Alf White \u2013 better known to millions as vet and author James Herriot.\r\n\r\n\u201cThe 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.\u201d\r\n\r\nHarringtons is currently a\u00a0runaway success story in the branded sector of the UK\u2019s dry dog food market. The brand has also been a consistent performer over the past year and now generates total sales of nearly\u00a0\u00a325 million.\r\n\r\nIn 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\u2019s packaging has also been re-designed to further highlight its natural qualities.