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Hedgehog Hall of Fame: Frank PR - Charlie Bigham’s Cock & Bull Pie

16th August 2013


Company: Frank PR Campaign: Charlie Bigham’s Cock & Bull Pie Category: Low Budget Campaign of the Year - South - Shortlisted Objective During a vital ‘twosomes’ trading period, Frank was tasked with creating ‘front of paper’ coverage and genuine standout for the brand across national media, immediately ahead of Valentine’s Day. With low brand awareness, the campaign needed to achieve cut-through at a busy period, whilst championing Charlie Bigham’s fun & upbeat personality and driving sales.  Previously only stocked in Waitrose and Ocado, the campaign timed with a limited trial of the range in Sainsbury’s – a key trade customer looking closely at sales figures over the period. Target Audience Frank had a simple but standout Valentine’s idea, focusing primarily on the brands 25+ ABC1 target audience, using the brand’s hero product & much-loved British favourite – the pie. Briefing the Charlie Bigham’s development chefs on the idea, we created the world’s first aphrodisiac pie.  Featuring some of the most lust-enhancing, sexually stimulating ingredients, the pie included the saucy ‘Mama Juana’ liquor, the pulse-racing ‘pick me up’ Ginseng and the pie’s secret ingredient – bulls’ testicles.  The key ingredient and rich in testosterone, the potent properties of bull’s testicles have long been used in India & China where lovers swear by their power to increase sexual vigour, where it is said to have a stronger aphrodisiac effect than Viagra. Charlie Bigham’s Cock and Bull Pie was available for a limited period of time ahead of Valentine’s Day via retail partner Ocado. Action Due to the time-sensitive nature of the campaign, we needed to implement in a short but highly-effective burst in order to maximise print, broadcast and social media around the Charlie Bigham’s Cock and Bull Pie. Launching exactly one week before 14th February, a range of media opportunities were carved up to ensure the story created talkability in the run-up to Valentine’s Day including: • Launch Announcement – releasing details & images of the pie, its ingredients and stockist information to news desks • First Taste - offering one media partner the opportunity to be the first to try the Cock & Bull Pie • Broadcast Outreach – enabling broadcasters to sample the pie and test its effectiveness themselves Results Business Results: Charlie Bigham’s saw its highest ever level of sales over the Valentines 2012 period, with: - A direct sales uplift of 180 per cent vs. same period in 2011 (from 50k to 140k products) - A 250 per cent increase in website traffic and 25 per cent increase in Facebook fans - Further roll-out to an additional 300 Sainsbury’s stores following the success of the trial - PR now recognised as directly driving at least 5 per cent of overall sales for the brand from a base of zero before the activity PR results: - Over 40 pieces of coverage over the one week period including six pieces of national ‘front of paper’ coverage with The Sun having the first taste and three broadcast pieces from Live with Gabby to the BBC Radio 1 Breakfast Show. - ROI of 16:1 - Widespread social media coverage, with over 400 campaign tweets including Loose Women’s Lisa Maxwell, a range of media outlets including The Sun, Mail Online and Metro, as well as organic mentions for the campaign ahead of Valentine’s Day - Interest expanded to international media including Australia’s Today Show, Capetalk/702 (South African Radio) and Dutch television show 'Spuiten & Slikken' The strong media response to the pie included: “A chef has created a new ‘aphrodisiac’ pie aimed at stopping Valentine’s Day being a flop. Charlie Bigham’s Cock and Bull pie contains real bull’s testicles, seen as a stronger alternative to Viagra in China “  Alex James, The Sun “The Chef Charlie Bigham has created what he claims is a tasty aphrodisiac pie” The Sunday Times “If you’re stuck for ideas of what to serve for a romantic dinner for two this Valentine’s day, pie maker Charlie Bigham has come up with the perfect menu”  Mail Online The PRmoment Golden Hedgehog Awards 2014 are now open for entries. Here are this years updated categories.

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