British Sausage Week heralded a success
British Sausage Week (BSW) generated £15.5m worth of total media coverage, up from the annual five year average of £11.4m, with increased sales of sausages of around £2m, according to organisers Bpex.
The 14th annual nationwide PR campaign ran from 31 October to 6 November and was fronted by Slade front man Noddy Holder. As well as the primary consumer campaign to drive positive media coverage and reaffirm sausages as a favourite, convenient and intrinsically British food, it was intended to provide a platform to promote the category more widely.
The week generated around 700 individual pieces of media coverage, primarily broadcast coverage, including 15 TV features and 249 radio mentions, and trending on Twitter mid-way through the week. Some of the high-profile coverage during the week included a nine-minute segment on ITV’s This Morning; a mention on the Archers; repeated references on Chris Evan’s Radio2 breakfast show during the week; a segment on Alan Titchmarsh’s Show on BBC1; spokesman Noddy Holder’s appearing in a lunchtime broadcast of Loose Women; and national press coverage of the Sausage Walk of Fame photo at Smithfield Market.
Bpex said the week has grown beyond a consumer PR campaign, with sales increasing by 15% during the week compared to the previous four weekly average, equating to an additional 586 tonnes of sausages sold, or just over £2m in value. This was a rise of 7% from BSW last week.
Trade competition entries were up from 190 last year to 247, after Bpex’s early promotion of the week within the independent sector. It also succeeded in bringing all the major multiple retailers on board, with Tesco, Sainsbury’s, Asda, Morrison, Waitrose, M&S and Aldi all participating in some way.
Competitions included ‘Legendary British Bangers’ , which was open to butchers, farm shops, sausage brands and multiple retailers and the catering trade’s own dedicated ‘Bpex Foodservice Pork Sausage of the Year Competition’.
Social media hits increased by 37.9%m with over 50,000 facebook fans in the week ending 6 November. However, Bpex noted that a significant proportion of this traffic would have been driven by the lovepork.co.uk marketing and Pork Promise advertising in October.