Sausage brand Richmond is investing £2.6 million into setting out a new ‘masterbrand’ strategy across all marketing and brand communications, with a focus on championing the ‘Good Times’.
The new 360-degree campaign for the Pilgrim’s Food Masters-owned brand will span TV, social, OOH and VOD and celebrates the brand’s unique heritage while also looking ahead to the future of Richmond through spotlighting its meat-free options.
Created with Saatchi & Saatchi for TV and VOD, with the support of Initials CX across social and OOH, the brand will champion products including its range of pork and meat-free sausages. The campaign will also be accompanied by in-person experiential events at Asda and Tesco.
The TV ad shows a father and daughter coming home from a rainy football game before making sausage sandwiches. The spot comes as the brand has benefitted from the growth of the meat-free sector, and aims to reach more than 8.5 million customers.
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“The launch of our ‘Good Times’ comms platform marks the start of a new era for Richmond,” said Pilgrim’s Food Masters UK marketing and innovation director Chris Doe.
“Richmond has been an iconic brand for 130 years, a mainstay for families, friends and loved ones across the UK. Our approach to this new phase of marketing is simple. How do we evolve our positioning to become a broader mealtime brand, dialling up our strong emotional benefits?”
“Our range has something for everyone and we wanted to reflect that in our marketing, our comms and the future of the brand.”
