We first met the team at Wagg Pet Foods in 2007. The Wagg brand was well known and sat in a price point between the national brands and own label in the supermarkets. With their existing portfolio the team were spending a lot of time and energy discussing margins and price with retailers, leaving them in a constant tug of war. We recommended creating a premium brand at the other end of the price spectrum, resulting in the business being far more stable, with improved negotiating power. Harrington’s launched in 2009 and is said to be one of the fastest growing brands since Innocent smoothies.
We were then commissioned to refresh the Wagg brand in 2015.