Dog food brand Harringtons is set to sponsor the fourth series of Channel 5’s hit documentary The Yorkshire Vet.
The new series starts on April 19th. This is the first time that brand owner Inspired Pet Nutrition (IPN) has taken up TV sponsorship for either its Harringtons or Wagg brands.
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.
