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 a runaway success story in the branded sector of the UK’s dry dog food market. The brand has also been a consistent performer over the past year and now generates total sales of nearly £25 million.
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.