Challenge
THE THING WE NEEDED TO MAKE HAPPEN To turn an autopilot ‘good value’ purchase, vulnerable to competitive attack, into the preferred sausage brand of Britain’s mums.
Solution
THE TRUTH WE CELEBRATED That in a world of fussy, complex gourmo-sausages, Richmond is a simple, easy eat loved by all members of the family. THE MIND BOMB WE CREATED We dramatised Richmond’s ability to get everyone together around the table…even when they’ve left the nest. Which was an emotionally very potent promise for mums who get their sense of worth from seeing the family happily enjoying food they’ve prepared: it’s the taste that brings them home.
Results
A Millward Brown AI score of 9 and a 64% increase in Brand Affinity helped add £60m to Richmond’s retail value in 5 years, including a peak ROI of £8 for every £1 spent.
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