Richmond, the sausage brand owned by Pilgrim’s Food Masters, is investing £2.6m in marketing and brand communications across a variety of channels and touchpoints.
A 360-degree campaign spanning TV, VOD, Social and Out-Of-Home launched this week, celebrating Richmond’s heritage whilst also providing a look ahead to the future of the brand.
Richmond aims to be the brand that “makes good times with good people even better”, thanks to its ever-evolving range of options. This new strategy coincides with the introduction of a new communications platform, ‘Good Times’. Now, with an expanded core range and successful meat-free presence, the campaign celebrates the treasured moments often overlooked, shining a light on consumers’ desire for classic, cosy comfort food from brands they know and trust.
To deliver the campaign, created in partnership with Saatchi & Saatchi for TV and VOD and Initials CX for social and out-of-home, the brand will be championing the SKUs that make the ‘Good Times’, including its range of Pork and Meat-Free Sausages.
“The launch of our ‘Good Times’ comms platform marks the start of a new era for Richmond”, said Chris Doe, UK Marketing & Innovation Director at Pilgrim’s Food Masters.
“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.”
Giveaways and in-store promotions will be rolled out as part of the new ‘Good Times’ campaign.
