Harringtons Walks On The Wild Side With Ben Fogle

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Harringtons walks on the wild side with Ben Fogle
28th February 2018

By Sandra Pearce
 Leading Yorkshire pet food brand Harringtons has unveiled a £1.5m campaign to raise brand awareness, its biggest marketing campaign yet.
 
Coinciding with Harringtons’ sponsorship of the Channel 5 documentary Ben Fogle’s: Return to the Wild, the well-known TV presenter and dog lover has partnered with Harringtons for its Walkies on the Wild Side campaign and will launch a number of adventurous new walks across the UK.
 
Harringtons marketing manager Daniel Reeves hopes that by inspiring pet owners to break their 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 the Harringtons website, where people can download everything they need for their own dogventure, including maps of the walks, directions, a plan of activities and sights to look out for along the way. 
 
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Harringtons has also partnered with other figures, including extreme endurance adventurer Sean Conway and fitness blogger Lucy Wheeler, who have each created one of the walks featured in the campaign.
 
The campaign, to be launched today, will be maximised by PR and social media as Harringtons looks to build on brand awareness to maintain its position as the largest-growing dry dog food brand in terms of value and volume growth (Kantar, August 2017). 
 
Daniel added: “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.’