Richmond Sausages' marketing push
Richmond sausages will be sizzling in 2006 with the launch of its 'Smile' campaign.
Drawing on strong brand recognition from previous years, the campaign supports the strapline "Richmond sausages put a smile on your face".
Richmond's fresh sausage offering is worth over £68m with a 15% value share of the market. Available in thick, thin, or skinless, the range is growing at 15.9%.
Centring around a national press campaign encouraging children to enter a drawing contest, entrants are invited to send in a drawing of a grumpy relative. The winning drawings will feature in the Richmond nationwide press ads with an image of a Richmond sausage on a fork in place of the smile. The winners will also receive a Crayola Art Studio.
The competition will be open to enter on-line, where a gallery will display all drawings submitted. There will be two opportunities over the year to enter the competition, so press ads will run the slogan "Win YOUR picture" in our ads! - log on to www.richmondsausages.co.uk/smile."
Jane Chew, brand manager for Richmond, said: "Richmond sausages have a strong brand identity, so we wanted to build on previous smile activity as it encourages brand recognition.
"The competition is very involving and will have broad appeal. Combined with significant print, PR, sampling and in-store support, we are confident this campaign will put Richmond at the forefront of consumer's minds when choosing a sausage brand all the family can enjoy."
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