Richmond, the sausage brand owned by Pilgrim’s Europe, has become the ‘official teatime partner’ of Channel 5, with a new TV campaign – Good Times at Tea Times – airing exclusively on the channel.
The campaign forms part of a £6.8m investment in marketing and brand communications across a variety of channels and touchpoints.
Running until the end of September, a series of nine mini-ads will air daily during the channel’s prime 5:50-8:30pm teatime slot. Each ad will focus on the same six family members (plus their pet cat), embracing Richmond’s ‘Good Times’ brand ethos by celebrating authentic, relatable meal occasions. The ads will showcase Richmond’s diverse portfolio of products, including pork, chicken, meat-free sausages as well as its newly launched Extra Tasty range.
The campaign aims to reach 23 million consumers over the seven-month period and help retailers drive sales.
Chris Doe, Marketing Director at Pilgrim’s Europe, said: “Richmond has been a staple in UK households for over 134 years, bringing families together over great-tasting food. This partnership with Channel 5’s teatime moments in 2025 is an exciting first for the Richmond brand, allowing us to further embed Richmond into teatime moments and showcase our range to millions.
“We’re aiming to reach more than 23 million consumers, to not only build our strong brand equity and awareness but drive sales for retailers by converting and attracting new shoppers.”
