Harringtons has unveiled a £1.5m investment into a new integrated brand awareness campaign, starring TV’s Ben Fogle.
Coinciding with Harringtons’ continued sponsorship of the Channel 5 documentary, ‘Ben Fogle’s: Return to the Wild’, the well-known presenter and dog-lover has partnered with the brand for its ‘Walkies on the Wild Side’ campaign, to launch a bank of new walks across the UK.
Daniel Reeves, marketing manager at Harringtons hopes that by inspiring pet owners to break their own cycle of the ‘same old dog walk’ and embark on new ‘dogventures’, the brand can breathe new life into dog walking.
‘Walkies on the Wild Side’ will be hosted on an online hub on the Harringtons website, where people can download everything they need for their own dogventure, including maps of the walks, directions, an adventure plan of activities and exciting sights to look out for along the way.
Harringtons has also partnered with a host of influencers, including extreme endurance adventurer, Sean Conway, and fitness blogger Lucy Wheeler, who, alongside Ben, have each created one of the walks featured in the campaign.
Daniel Reeves, continued: “Harringtons’ believes that giving pets delicious, natural food means that we get to enjoy our time with them more and this campaign elevates that idea, by turning the everyday dog walk into a personal adventure for both dog and owner.
“Building on the premise of the ‘Return to the Wild’ show, we’re delighted to be extending our partnership with Ben. We think that he is the perfect person to lead our campaign and we hope that dog owners will embrace the spirit of dogventures, and get outside, whatever the weather.