Pork Farms were looking for a summer campaign to celebrate local communities and to position Pork Farms as the brand synonymous with impromptu get-togethers and the centre piece of any picnic or street party.
A creative campaign was developed to find Pork Farms’ Everyday Heroes, with the culmination being a week long campaign where the Pork Farms’ Pop Up Party Campervan surprised the five winners across the UK with their own Pop Up Party, with friends and family.
A stand alone microsite was developed allowing individuals to nominate their friends, family and colleagues with images and their reasons for nominating. Successful digital activity was then seeded across social media and blogs to encourage further engagement.
A rolling plan of national and local media relations was undertaken during the launch phase incorporating strategic media activity and creative localised press releases to encourage nominations and to signpost the microsite and ongoing social media activity.
A panel of judges selected the top 25 nominations and local press were encouraged to get behind their Everyday Hero, to help the judges choose the five winners.
Five winners were selected across the UK and the Pork Farms’ Campervan hit the road to roll out a series of Pop Up Parties. Each event had all the ingredients needed for a great party, buffet tables, chairs, music, party games, balloons, bunting, buffet and the Pork Farms pork pie at the centre of the party.
people reached over 2 months.
pieces of coverage across print, radio and digital.
unique visitors to the website across the campaign.
The Pork Farms Pop Up Party successfully positioned the brand as the Best of British by celebrating the Everyday Heroes that themselves embodied this brand message within their community.
The website attracted a total of over 4,000 new unique visitors across the campaign and achieved a social reach of over 300,000 across the campaign period alone.
Over 30 pieces of coverage was achieved across national and local media combining a media mix of press, online and broadcast with a reach of over 750,000.
Successfully positioned Pork Farms as celebrating the ‘Best of British’.