Leading UK manufacturer of pork pies, Pork Farms tasked KRPR with creating a consumer related spring campaign to focus on brand values ahead of the April relaunch. With this, the campaign needed to be executed based on celebrating the British way of life and traditional pastimes that epitomise a typically British staple.
A creative campaign was developed and derived from Britain’s love of board games including a partnership with The Micropub Association and leading games manufacturer. From this, Pork Farms’ Board Games Championship 2016 was born as part of National Board Games Week which we created, and launched with over 40 regional micropubs signed up in a bid to reach the Grand Final. What better venue than a micro pub, lovers of Pork pies and board games!
Objectives were to drive brand awareness, to target new and existing shoppers, maximise sampling opportunities and increase social media engagement.
A stand alone microsite was developed allowing micropubs to sign up and receive a downloadable Landlord pack complete with score sheets and stages of the championships, dependent on success. Use of an interactive map displaying regional micropubs in the running allowed consumers to support or join in with their local heat round. Successful digital activity was then seeded across social media and blogs to encourage further engagement.
A partnership was secured with a leading board game manufacturer who supplied games packs to all participating micropubs. The top scoring micropubs were then put to Pork Farms HQ and finalists were announced with local and regional press encouraged to get behind their micropub ahead of the grand final battle.
Eight finalists attended the grand final at One Inn The Wood micropub in Orpington, Kent where they went head-to-head over 5 traditional board games courtesy games partner. The event included top-line Pork Farms products along with branded pop-up banners and bunting. The winners received an exclusive Pork Farms pork pie trophy, framed certificate and vouchers to use across UK supermarkets.
The campaign, which took a three pronged approach, also encouraged families to get involved during National Board Games Week, with Pork Farms Family Board Games Night. This saw families post their family event to Pork Farms social media platforms in a bid to win prizes and gave targeted family bloggers a chance to review a board game of their choice. Following this, a blogger outreach allowed Pork Farms to engage with top London foodie bloggers and invite them to a taster event ahead of the consumer grand final. A complete media relations campaign was executed to our ‘quintessentially’ British target audience!
people reached over 2 months
pieces of coverage reached over print, radio and digital
of all traffic between February and April went to direct to the Board Games microsite