Campaign: The Real Election Campaign
Client: Real Crisps
PR Team: The SPA Way and Link Communications
Timescale: March-May 2010
To coincide with the general election, the SPA Way and Link Communications developed a politics-themed awareness-raising campaign for Real Crisps.
- To raise awareness about Real Crisps
- To promote the new packaging.
STRATEGY AND PLAN
In the six-week run-up to the general election, special packets of Real Crisps were designed with either David Cameron, Gordon Brown or Nick Clegg's face on them, as well as their respective party colours. At 'Real Polling Stations' across the UK, packets were placed in branded bins and members of the public were encouraged to pick one according to their political allegiance. Staff also distributed leaflets about Real Crisps and urged people to cast their votes on the Real Crisps website. In total, 600,000 packets were given out.
MEASUREMENT AND EVALUATION
The Real Election Campaign was covered by The Guardian, The Times, The Independent and Yorkshire Post, as well as on ITV, Sky News and BBC TV and radio.
More than 80 per cent of those approached got involved by casting their votes, offering their opinions on the election or saying which party they were supporting.