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Golden Cocker Spaniel eating Harringtons wet and dry food mix from a green bowl while being petted.

No compromise on quality

Client: HarringtonsCategory: FMCGLocation: UK

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.

Woman petting a Cocker Spaniel eating from a bowl on a rug in a modern living room with a checkerboard fireplace.

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.

Harringtons ad showing a muddy dog shaking off water with the slogan "Life comes with compromise. Our food doesn't."Golden Cocker Spaniel eating Harringtons wet and dry food mix from a green bowl while being petted.

Impact

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

Outdoor billboard featuring a Harringtons dog food ad with the text "Not overpriced. Not overprocessed. Not a tough decision."

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