PETER’S FOOD SERVICE: LUV WALES, LUV PETER’S

Peter’s Pies is one of the leading food manufactures in Wales and its pies have been a favourite at meal time for many years. Peter’s wanted to raise its profile with younger consumer and reinforce its company’s proud Welsh roots – while portraying them as a fun, energetic and successful business.

HOW WE MADE A DIFFERENCE

Peter’s achieved a SIX PERCENT RISE IN SALES in 2013-2014 compared to the previous year and believes this was fundamentally due to its integrated PR, Digital and marketing campaign.

Effective secured 89 PIECES OF ONLINE AND PRINT COVERAGE for Luv Wales, Luv Peter’s

Coverage in TESCO in store magazine ‘regional pie focus’ resulting in 5 MILLION OTS.

INCREASED FACEBOOK ‘LIKES’ by 1,990 from 3,188 to 5,178 (62.4% increase), reaching 1,081,118 people and engaged with 35,485 people.

INCREASED TWITTER FOLLOWERS by 2,248 from 2,910 to 5,158 (77.3% increase). 2,321 @mentions / conversations with people, with 3,668 retweets.

PAID FOR FACEBOOK ADVERTISING reached 900,734 people. Resulted in 5,578 clicks and 5,793 actions, such as liking/engaging with page and content.

WHAT WE DID

Created a consumer-focused integrated campaign which reignited consumers’ love of Peter’s products and the brand. Light-hearted campaigns developed included:

Creation of a ‘Question of Sport – Mystery Guest’ style YOUTUBE VIDEO starring Sam Warburton encouraging fans to guess the celebrity for the chance to win VIP 6Nations rugby match tickets

Mini-Me competition searching for junior lookalikes for the Cardiff City football team – which appeared on SKY SPORTS and generated 1,762,333 total OTS in print and broadcast.

SOCIAL MEDIA campaign content plans written, scheduled and managed along with competition entries for Mystery Guest and Mini Me.

Achieved over 21 COMMUNITY PR stories by managing the presentation of Turkeys to homeless charities at Christmas and sums of money given to community groups across South Wales.

Written, delivered and managed consumer E-NEWSLETTER highlighting the Peter’s ‘Win a Car’ On Pack Promotion.