Peter’s Foodservice is one of the leading companies in Wales, one of the leading savoury product manufacturers in the UK, and a key player in the Welsh economy.
In particular, Peter’s wanted us to build on its renewed connection with Welsh consumers physically and emotionally by emphasising its Welsh brand and heritage.
HOW WE MADE A DIFFERENCE
Peter’s achieved a 7 PER CENT REVENUE INCREASE year on year to £87million, in an otherwise flat market.
Effective secured 52 PIECES OF ONLINE AND PRINT COVERAGE for the campaign.
INCREASED FACEBOOK ‘LIKES’ from 3,188 in June 2014 to 6,611 in June 2015 (representing a 107.4% increase) Facebook reach from June 14 – June 15 was 1,608,677.
INCREASED TWITTER FOLLOWERS by 10% between June 2014 (5,158) and June 2015 (5,668) with 1,598 @Mentions conversations, 1,781 retweets and 413,478 impressions.
Helped Peter’s builda database of 4,352 email addresses for use in consumer email marketing campaigns, via e-newsletters and Twitter engagement.
WHAT WE DID
Created a consumer-focused integrated campaign which reinforced consumers’ love of Peter’s products and the brand. Light-hearted campaigns developed included:
Organised and promoted ‘SUPER DAD’ deliveries of a pie and a pint to celebrate Father’s Day with Peter’s in regional media titles.
Our Slice of the Pie COMMUNITY CAMPAIGN on its own gained 17 pieces of widespread, individual news coverage with a reach of 550,616 OTS.
Came up with the concept of a ‘Ready, Steady Pie’ competition for Peter’s fans to win a bakery masterclass with a Peter’s ‘PIEOLOGIST’ and organised photos and coverage of regional winners.
CUTIE PIE CAMPAIGN–launched a search to find the ‘cutest children’ across Wales, with the chance to win £100 Tesco vouchers and a selection of Peter’s goodies. Three young winners were named, with coverage of each achieved.
Promotion of numerous sampling events across Wales via targeted social media campaigns, resulting in increased brand awareness and customer engagement.