PR Team: Weber Shandwick Worldwide
Campaign: Save Our Takeaways
Timescale: July -August
This summer, SnackStop, the pasta meal from Crosse & Blackwell, launched
a spoof campaign, fronted by former strong-man Geoff Capes, to 'Save Our
Weber Shandwick Worldwide was charged with raising media awareness of
the campaign and driving traffic to the campaign website,
It created the campaign in tandem with the in-house team and ad agency
To create a buzz around the spoof threat to UK takeaways. To raise the
profile of SnackStop with 18 to 30-year-old males and takeaway fans once
the nature of the spoof was unveiled.
Strategy and Plan
To enhance the campaign's credibility, WSW set up a press office,
featuring a hotline for the media. This was matched by a consumer
hotline, through which the general public and takeaway owners could
register their support and, in return, receive stickers for their local
To launch the campaign, WSW organised a photocall with Capes and two
page-three girls on location at a London chippie.
This was followed by two rounds of intensive radio interviews with Capes
and a gatecrash tour of radio breakfast shows in London.
To drive traffic to the site, viral e-mails were sent to the national
and regional media and more than 23,000 stickers and posters were sent
to takeaway outlets across the UK. The site content gradually morphed to
include the product branding.
Measurement and Evaluation
The photocall generated a half-page spread in The Sun, while interviews
ran across radio. The campaign featured extensively across national and
regional media, firstly on the launch of the spoof campaign and,
secondly, when the true nature of the stunt was revealed.
The website and hotline were mentioned in virtually every print and
radio piece, which resulted in more than 25,000 hits to the campaign
The PR team estimates media coverage reached a total circulation of 100