Campaign: Raise a Roast
Client: Crown Carveries
PR team: Willoughby PR
Timescale: February-April 2011
Mitchells & Butlers pub and carvery chain Crown Carveries wanted to capitalise on the royal wedding and asked Willoughby PR to create coverage.
- To generate hype surrounding the Crown Carveries brand.
- To increase sales in Crown Carveries restaurants and capture regional data.
Strategy and plan
The team devised a campaign featuring a national press stunt, regional press news stories and social media.
A 'fork-trait' of the happy couple was created from ingredients found at a Crown Carvery. Pupils at local schools also competed to design a commemorative plate.
In the ten days before the wedding, customers who brought a commemorative plate from any previous royal wedding into a Crown Carvery would get a free carvery.
Measurement and evaluation
The 'fork-trait' generated 82 pieces of coverage in the UK, including three broadcast, five nationals and more than 40 regional newspapers, and featured on Daybreak. The art competition and plate promotion generated a further 85 regional hits.
Forty-six schools took part in the art competition, with more than 3,000 entries. Sixteen hundred email addresses were added to the Crown Carveries database in a week.