Walkies on the Wild Side, with Ben Fogle
Last month, Finn launched an integrated marketing campaign for premium pet food brand Harringtons, fronted by TV’s Ben Fogle.
The campaign aims to contribute to an increase of brand awareness of Harringtons Pet Food from 35%-50%, and amplify Harringtons’ natural credentials with the aim of owning the outdoors.
Coinciding with Harringtons’ continued sponsorship of the Channel 5 documentary, ‘Ben Fogle’s: Return to the Wild’, the well-known presenter and dog-lover launched a bank of adventurous new dog walks across the UK. The ‘dogventures’ provide inspiration to pet owners to break their cycle of the ‘same old’ walk and encourage owners to get outdoors more regularly.
The ‘dogventures’ are hosted on an online hub on the Harringtons website, where people can download everything they need for their own ‘dogventure’, including maps of the walks, directions, an adventure plan of activities and exciting sights to look out for along the way. Harringtons has also partnered with a host of influencers, including extreme endurance adventurer, Sean Conway, and fitness blogger Lucy Wheeler, who, alongside Ben, have each created one of the walks featured in the campaign.
The campaign has been maximised by PR and social media. Richard Rawlins, managing director at Finn said: “This campaign for our long standing, retained client, Harringtons, really showcases Finn’s expertise in creating integrated campaigns with PR at their core. ‘Dogventures’ pulls on a number of Finn’s specialisms, from the digital team creating an email marketing plan and strategic social advertising recommendations, to the PR team brokering celebrity partnerships and creating engaging PR and social content. Finn is dedicated to creating campaigns which deliver on a client’s strategic and commercial goals.”
Daniel Reeves, from Harringtons 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.’
Visit the Harringtons Walkies on the Wild Side hub here.