No compromise on quality

Context

Harringtons, a leading UK pet‑food brand, was outperforming the market. Its owners wanted to accelerate growth by appealing to more centre‑ground pet owners. Research revealed that these buyers felt guilty about sacrificing quality for price, so a more confident, distinctive positioning was needed.

Connection

IMA subverted the universal truth that the best relationships are built on compromise. The campaign showed that with Harringtons, there is no need to compromise on your pet’s food. A core media mix of TV, OOH and social humanised the brand’s commitment to quality ingredients and honest pricing. The team developed a bold new tone of voice and identity that felt fresh yet true to the brand’s heritage.

Impact

Results are still in development; the work is “cooking” and awaiting buyability impact.