Savvy were tasked with developing a 360° campaign, to promote Richmond’s sponsorship of Britain’s Got Talent, utilising multiple touchpoints available through the sponsorship package.
The strategy was to create synergy between BGT and Richmond, in order to appeal to the shared core audience, focusing on shared priorities. Savvy achieved this by highlighting Richmond’s “fuelling family bonds”, and communicating this through an exciting on pack promotion across the entire Richmond range.
Savvy created Richmond’s sponsorship concept, ensuring that all media and touchpoints adopted the creative look and feel. The on-pack competition, and fully branded supporting SRPs ran over 25 SKUs on fresh and frozen products, maximising impact at point of purchase across all grocery, convenience, .com and wholesaler retailers. Two thirds of the pack promoted the competition to win VIP tickets to a BGT show, whilst maintaining the Richmond brand heritage, ensuring recognition and stand out on shelf.
Customers entered a daily draw through a microsite designed, built and hosted by Savvy. As frozen packs have a longer shelf life, a catch-all draw gave frozen shoppers a chance to win an ultimate night in hamper. There were 57 prizes to be won, including 9 sets of 4 tickets to a live show.
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