Kibble Storm

Kibble rains down over a Yorkshire village, much to the delight of its canine residents, in a new TV campaign for dog food brand Harringtons. It is the first work by the creative agency Dog Cat & Mouse since winning the account in a three-way pitch earlier this year.

Narrated by a small dog called Yorkshire Terry, Harrington’s first brand character, the 30” execution sees a ‘miracle’ kibble downpour bring Terry’s canine mates out to eat as much as possible. Set to the Culture Club track, ‘It’s A Miracle’, Terry explains how Harringtons is made with fresh meat, making it a premium dog food yet affordable for all.

The £6m campaign will break in July and will run across national TV, online and radio for a year. It is part of a relaunch of Harringtons, which is owned by pet food manufacturer, IPN.

The through-the-line campaign aims to recruit new shoppers and highlight Harringtons’ position as a market leader. According to the latest data, Harringtons outsold all other dog food brands in the UK by volume in the year to 20th May (Source: Circana, Total Dogfood, Volume Sales, 52 w/e 20th May 2023, All Outlets UK).