Pilgrim’s-owned Richmond sausages has this week unveiled a fully integrated marketing campaign to drive awareness of its new meat-free range.
Backed by a £1.1 million-spend, the 360 campaign will run throughout January to tap into the ongoing buzz around Veganuary, a key selling period for meat-free products.
Spanning digital out-of-home, video-on-demand and social media, the digital-first strategy was developed in partnership with creative agencies Saatchi & Saatchi and DentsuX.
“We’re putting our Meat-Free range centre stage for this fully integrated 360-degree campaign, because we truly believe that the products taste fantastic and because we know that Richmond plays a crucial role in recruiting customers into the category,” Pilgrim’s marketing controller, Chris Doe said.
“The significant investment in this food-first campaign is evidence of our belief in the range; we want to encourage even more shoppers to try meat-free this year and trust that it can taste great!”
Subscribe to Marketing Beat for free
Sign up here to get the latest agency-related news sent straight to your inbox each morning
Positioning Richmond as a ‘gateway’ for consumers into the meat-free category, the campaign is expected to 41 million impressions, reaching an estimated 13.7 million people.
DentsuX account director, Jolene Timlin added: “Richmond’s target audience are a very social and active group who spend significant time consuming out-of-home and social media. Through understanding this, we were able to connect directly with our audience; the campaign is set to deliver a whopping 41 million impacts, reaching an estimated 13.7 million people.
“Through clever use of Facebook, Instagram and TikTok, we have been able to connect with consumers in touchpoints where they are open to brands using engaging short video content. This media strategy will most certainly ensure that consumers now see Richmond as the mainstream meat-free brand of choice.”
