Alchemy Media negotiates £1.25m ad campaign for Yorkshire firm

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by Simon Austin

Yorkshire dog food brand Harringtons is embarking on a three-month £1.25m TV campaign negotiated by Harrogate agency Alchemy Media.

The campaign will lead with sponsorship of the fifth series of Channel 5 documentary The Yorkshire Vet, followed by sponsorship of Ben Fogle’s New Lives In The Wild, another Channel 5 series.

The TV sponsorships will be supported with national TV airtime launching in the centre break of Coronation Street on ITV tonight.

The airtime will continue across ITV & ITV Digital channels, Channel 4, Five, Sky channels and will also use Sky’s AdSmart technology to specifically target dog-owning households.

The campaign will see Harringtons on TV across three months in the run-up to Christmas, supplemented by a heavyweight digital spend and leading into a social media campaign to drive the brand’s core attributes.

Bridget Moore, MD of Alchemy Media, said: “Harringtons is a fantastic brand and a real success story in the category, we’re really thrilled to be working with Dan and the wider team to deliver a campaign which delivers high audience reach and aligns the brand with relevant contextual media environments.”

Dan Reeves, Marketing Manager for Harringtons, added: “We’ve seen a significant growth period, increasing our penetration rates by 30% following our re-launch last September, packaging re-design and recent ATL activity.

"Alchemy Media have helped us to develop a media strategy and plan which maximises our media budget, ensuring that even more consumers know that Harringtons is the natural choice when considering a new pet food.”