Food & drink: Cheddar record bid has intense result

Seriously Strong Cheddar wanted to articulate that its product is an intense, not strong-tasting, cheese.

Campaign: The World's Largest Ploughman's Lunch
Campaign: The World's Largest Ploughman's Lunch

Campaign: The World’s Largest Ploughman’s Lunch
Client: Seriously Strong Cheddar
PR team:  Fleishman-Hillard
Timescale: May-July 2011
Budget: £80,000


OBJECTIVES

  •  To create buzz and drive awareness about Seriously Strong Cheddar
  • To change people’s perception of Seriously Strong Cheddar  from a ‘strong’ to an ‘intense’ tasting cheddar.
  • To link the brand with the traditional ploughman’s lunch, taking it ‘out of the pub’ and directly to consumers.

STRATEGY AND PLAN

Fleishman-Hillard devised a campaign around a world record attempt for the largest ploughman’s lunch, with the gigantic piece of food art to be displayed at the Foodies Festival in Battersea.

Chef Paul Merrett also created a ‘Perfect Ploughman’s’ recipe, while regional suppliers sourced products for the world record attempt.

MEASUREMENT AND EVALUATION

The story was covered by key listings, while the photo-story was featured as picture of the day on Telegraph.co.uk and Metro.co.uk, as well as a full story and image on AOL.com and by 13 regional media outlets.

RESULTS

Sampling reached 5,000 Foodies Festival attendees. The largest ploughman’s lunch was officially verified as a Guinness World Record on 26 August.

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