CONSUMER CAMPAIGN: Pork Farms raise a laugh with comedy campaign

Pork pies are increasingly being seen by consumers as an ideal party food, according to market research carried out last year by Nottinghamshire-based pork pie brand Pork Farms.

Campaign: Put a Smile on Your Face
Client: Pork Farms
PR Team: Finn Communications
Timescale: November-December 2007
Budget: Undisclosed

Finn Communications was hired to ensure the brand was at the forefront of people's minds when planning a party.

OBJECTIVES
To drive sales and promote the brand and its products as an ideal choice for those organising social events.

STRATEGY
Finn decided to focus on comedy to highlight the fun and sociability aspect of the brand, with a key part of the campaign being the commissioning of a survey looking at attitudes to joke telling.

This found that 40 per cent of people now prefer to tell a joke through email, social networking sites or mobile phone text rather than face to face. But when people attempt to retell a joke received in this way, around two-thirds said it often falls flat, leading to the creation of an angle that online joke telling is killing traditional one-liners.

A press release was drafted and Finn hired comic and TV prankster Dom Joly to front the campaign.

Finn also organised a comedy event, which took place at Jongleurs comedy club in Battersea, London.

Further activity included Dom Joly content made available for websites, including a guide to telling a joke, as well as a podcast. All activity was timed to take place on 26 November.

MEASUREMENT AND EVALUATION
The survey was covered by The Daily Telegraph and the Daily Express.

The survey angle was also featured on BBC News 24, BBC Radio 5 Live and 187 radio stations through IRN.

Around 100 people attended the comedy gig, including journalists from 18 publications highlighted as important to the brand by Finn.

The Dom Joly guide was featured on thesun.co.uk and Guardian Unlimited featured the podcast.

RESULTS
Finn and Pork Farms are planning further activity and events in 2008 surrounding the link between comedy, after in-house evaluation put the AEV for coverage at £1,625,689.

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