CAMPAIGNS: Snack food profits from WSW spoof - Product Promotion

Client: SnackStop

PR Team: Weber Shandwick Worldwide

Campaign: Save Our Takeaways

Timescale: July -August

Budget: £90,000



This summer, SnackStop, the pasta meal from Crosse & Blackwell, launched

a spoof campaign, fronted by former strong-man Geoff Capes, to 'Save Our

Takeaways'.



Weber Shandwick Worldwide was charged with raising media awareness of

the campaign and driving traffic to the campaign website,

www.saveourtakeaways.com.



It created the campaign in tandem with the in-house team and ad agency

McCann-Erickson.



Objectives



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

takeaway outlets.



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.



Results



The website and hotline were mentioned in virtually every print and

radio piece, which resulted in more than 25,000 hits to the campaign

website.



The PR team estimates media coverage reached a total circulation of 100

million.



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