CAMPAIGN: Best Sausage award wins sales for Powters - Consumer PR

Campaign: Britain's Best Sausage award Client: Powters PR team: Quay West Communications Timescale: November-January 2004 Budget: £3,000

Family-owned sausage producer Powters makes more than ten per cent of the 300,000 tonnes of sausages eaten in the UK each year. It won Britain's Best Sausage at the Meat & Poultry News Awards in December 2003.

Objectives

To raise awareness of Newmarket-based Powters to consumers within the UK, particularly East Anglia. To increase sales.

Strategy and Plan

Quay West Communications' biggest challenge was to achieve mass coverage of an obscure trade award with a relatively small budget. To overcome this problem, the team decided to use the award as a news hook to get media coverage and planned a short, but high-impact, campaign to hit consumers within 24 hours of the winner being announced.

The day before the award, a teaser press release was sent out to regional and national broadcast and print media, along with a press pack containing sausage recipe ideas, ten little-known facts about sausages, and a history of the 123-year-old company.

After the award was announced, the team varied its approach to different media. To attract regional press and television, the team set up a free school dinner of sausages and mash for children at a local school in Newmarket, and invited local journalists to tour Powters' shop and factory.

To interest radio, the team sent promotional staff dressed as sausages on a tour of national breakfast shows and handed out free sausages. Quay West also persuaded Powters MD Grant Powter to cook breakfast for local radio presenters live on air.

Measurement and Evaluation

National coverage included BBC Radio 1's Breakfast Show, BBC Radio 2, Sky Radio and BBC News Online.

Titles as diverse as Farmers Weekly and Family Circle also featured the award-winning company. Regionally, the campaign generated coverage on BBC Look East, Anglia TV, BBC Radio Suffolk and several pieces in regional press. In total, the campaign delivered 30 items of coverage, including nine minutes of TV coverage.

All coverage mentioned Powters' sausages as winners of the Britain's Best Sausage award.

Results

Since winning the award, sales of Powters have risen ten per cent year-on-year. Tesco and Sainsbury's, Powters' biggest retailers, have increased orders with the company.

'The sausage facts press release was interesting, and cooking breakfast live on air was a great stunt,' says BBC Radio Suffolk breakfast producer Alison Route.

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