Campaign: Second Opinion

Amanda Williams, director at Storm Communications, has worked on a number of food-related campaigns.

At first glance, a PR brief for British Sausage Appreciation Week sounds like manna from heaven - think of the fun you could have with sausages and the media: coverage must almost print itself.

But, with the overload of 'awareness weeks', media fatigue must exist for a week now in its seventh year. Yet with such a wide target audience, using a multi-layered campaign through different media vehicles was tactically sound. Making the sausage the 'star' of people's everyday lives, through the regional media and award scheme, played to the nation's affections for the humble banger.

The recipe element is a well-trodden route that taps into our 'celebrity chef' obsession. The coverage certainly speaks for itself and any agency would be delighted to present these results to a client.

However, you can't help feeling that with such a media-friendly topic, the campaign lacked an overall creative spark - although using national institutions such as Coronation Street did provide a lift.

Also, the link with the charity seems a little contrived: the week should not take itself too seriously, and a better marriage might be found with a more relevant body with a 'mums and kids' dimension.

Creativity: 2

Delivery: 5


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