Consumer/Food and Drink - Pancakes make Brits flip back in time

Campaign: Crispy Pancakes are Back!

Iconic status: pancakes
Iconic status: pancakes

Client: Findus
PR team: Finn Communications
Timescale: November 2009-March 2010
Budget: £50,000

Findus Crispy Pancakes were an iconic snack from the 1970s and '80s. After stories about Britons turning to comfort food through 2009, GMTV ran an online poll asking the public to nominate their favourite nostalgic treat.

Objectives

- To use the GMTV poll to rekindle interest in the pancakes.

Strategy and plan

Finn sent pancakes to the GMTV studio and social media channels were used to encourage people to vote for the pancakes on the GMTV website. The agency relleased the results to national media and toured student unions with pancake samples. A microsite was created so people could vote for the return of the chicken curry variant of the pancakes and the story was released to the national media. The PR team also worked with Hugh Fearnley Whittingstall to develop a gourmet version for his River Cottage show on Channel 4.

Measurement and evaluation

Findus Crispy Pancakes were voted the number one nostalgic snack on the GMTV poll. The campaign's Facebook page gained 1,366 fans. The story was covered in national and broadcast media.

Results

Pancake sales increased by 150 per cent. A survey of Facebook fans revealed 53 per cent had purchased Findus products after seeing the campaign.

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