Harringtons urges pet owners not to scrimp on dog food

Pet food brand Harringtons is aiming to tap into how Brits will put themselves out for their four-legged friends, to highlight that pet owners should not have to choose between natural ingredients and good value.

Developed from consumer insight and devised by global agency IMA, the “No Compromise” campaign aims to drive brand differentiation through a refreshed creative platform and updated brand assets.

The creative shows some of the ways people compromise for their pets: luxurious boot space for the dog, whilst everything else is crammed in the back seat, putting up with no room in the bed or the mud that gets everywhere. The brand message then shows that where there is compromise in life, there is not any with Harrington’s dog food.

With ambitious growth targets, the activity is designed to connect with new audiences while reinforcing Harringtons’ position with loyal customers.

The integrated campaign will run throughout 2026. The “No Compromise” platform is the result of collaboration across IMA’s insight and strategy, creative, 3D, digital, production, media, and CX teams.

Harringtons head of marketing Sascha Macchi said: “We’re proud to have brought our unique positioning to life by tapping into a universal truth all pet owners can relate to and dramatizing it in a way only Harringtons can. Working at pace with the creative team, we’ve developed a bold new tone of voice and identity that feels simultaneously fresh and true to the brand’s heritage.”

IMA creative director Claire Bradley added: “To show just how uncompromising Harringtons is on quality and value, we leaned into a universal truth: that the best relationships are built on compromise.

“With humorous relatability, we flipped the insight; showing that with Harringtons there’s no need to compromise where it matters most. This campaign creates a step change for the brand with playful, relatable creative.”

TOPICS:advertising data-driven marketing digital marketing