Peter’s Food: Welsh Rugby Heroes 2016

A digital PR campaign bringing rugby fans together

Our challenge

Our longstanding client, Peter’s Food, turned to us to launch a digital PR campaign to connect with Welsh rugby fans across Wales.

The client, which is an Official Supplier to the WRU, wanted to build on its strong links with grassroots rugby in the country through a Welsh Rugby Heroes competition, which asked local clubs and individuals to nominate their local rugby heroes who they think go the extra mile to support Wales’ best loved game at a grassroots level.

The winner of the competition would receive a £5,000 prize of Under Armour kit and equipment for their rugby club.

With a clear competition in place, the Effective Communication team were set four objectives:

  1. build even stronger relationships with Welsh rugby fans
  2. create a campaign that supported grassroots rugby clubs
  3. celebrate and acknowledge the work of club members and volunteers at the grassroots of Welsh rugby, away from the hype and hero-worship of match days in Cardiff
  4. utilise social media and digital media as much as possible during the campaign

We were given five-months to design and launch the campaign.

What we decided to do

We knew that to connect with grassroots rugby fans across Wales, we needed to launch a multi-channel campaign, that combined PR and digital marketing, to get maximum exposure.

With our creative juices flowing and our PR brains switched on, we decided to launch a two-stage PR campaign across Wales.

The first phase of the campaign was to promote the launch of the competition through the regional media publications and to launch the competition online, through a targeted social media campaign. The goal was to encourage as many fans as possible to enter and nominate their local heroes.

The second phase of the campaign was to announce the finalists and winners, through the media and online channels, and encourage the Welsh public to vote for their winner.

To ensure the campaign was a success our team:

  • Created a dedicated competition website
  • Arranged a media partner to support the campaign and act as a communications channel, for both print and most importantly online, to engage as many of the target audience as possible
  • Ran a social media campaign targeting local rugby clubs and their players, to encourage engagement
  • Created videos to use on social media and digital media
  • Ran a direct email marketing campaign inviting rugby clubs to take part
  • Set up a print and digital advertising campaign alongside PR activity to maximise exposure

What we achieved

We were blown away by the response of our campaign. Over the five-months we received 100 entries across Wales and our integrated campaign met all the objectives Peter's Food set us.


Can we help your organisation next?

If our integrated campaign for Peter's Food has given you food for thought about a possible PR or digital campaign, we would love to hear from you. Get in touch with our team and lets discuss the project together!