Kerry Foods is launching a &£1m campaign for its Richmond sausage brand. The campaign, created by McCann Erickson, builds on the brand’s “smile” activity and uses the strapline/ “Richmond sausages put a smile on your face”.
The promotion is based on a drawing contest, with children encouraged to send Kerry Foods pictures of their “grumpy” relatives. The winning entries will run in weekly national press ads with the mouths of the relatives replaced with a Richmond sausage to simulate a smile.
The campaign breaks next month supported by PR, sampling and in-store activity. Media buying is through Universal McCann.