RICHMOND
SAUSAGES

Helping the nation fall back in love with Richmond Sausages.

Digital Strategy and Campaign
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THE PROJECT 

Returning the iconic brand to growth in the UK.

Richmond was finding it's new above the line claim "The Nation's Favourite" a hard sell to consumers who had begun to turn away from the brand en masse. We suggested they needed to do more than just say they were the Nations Favorite - they also needed to prove it. So we used digital to do that and return the brand to growth.

Proving our ‘Nation’s Favourite’ positioning

In complicated times, we rely even more on the simple things to put a smile on our faces – our favourite people, places, and the meals that bring us together. So we toured the country – in partnership with 3 Monkeys Zeno – to track down some of the nation’s favourite people and celebrate the work they do for others, by bringing them together for a meal with a difference. The results caused an unprecedented perception shift for the brand, as we proved that Richmond are a big brand, with an even bigger heart.

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Telling our story across the nation

We brought some Richmond sizzle to areas of the country that rarely make it onto the map, with help from a few of the nation’s best-loved celebrities…

Dawn Spencer, Marketing Director, Kerry Foods 

“You and the team are helping the nation fall back in love with our brand – so we wanted to share the love back and remind you of the success we are having. We really appreciate you guys and all your efforts.”

THE RESULTS 

  • 206M Overall reach of the campaign
  • 40M SOCIAL IMPRESSIONS
  • 11M SOCIAL ENGAGEMENTS