Harringtons Shows Pet Owners Will Compromise on Everything Except Their Dogs

Global creative agency, IMA, has unveiled a new brand campaign for pet care brand, Harringtons, which centres on the idea of ‘No Compromise’ – highlighting the brand mission that pet owners shouldn’t have to choose between natural ingredients and good value.

Developed from consumer insight, the 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’s compromise in life, there isn’t any with Harrington’s dog food.

With ambitious growth targets, the new campaign empowers Harringtons to confidently connect with new audiences while reinforcing its position with loyal customers. The integrated campaign will run throughout 2026. The ‘No Compromise’ platform showcases the full scope of IMA’s creative and technological expertise, with collaboration across insight and strategy, creative, 3D, digital, production, media, and CX teams.

​Claire Bradley, creative director at IMA said, “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.”

Sascha Macchi, head of marketing at Harringtons added, “We’re proud to have brought Harringtons’ 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.”