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Public Relations

Peter’s Pies

The challenge:

Peter’s Food is one of the leading food manufacturers in Wales and its pies have been a favourite at mealtime for many years.

Peter’s wanted to raise its profile with younger consumers and reinforce its company’s proud Welsh roots, while portraying them as a fun, energetic and successful business.

The campaign:

We named the campaign “Luv Wales, Luv Peter’s’ and created a consumer-focused integrated campaign with the aim of reignited consumers’ love of Peter’s products and the brand. We created the following:

  • A ‘Question of Sport – Mystery Guest’ style YouTube video starring Sam Warburton encouraging fans to guess the celebrity for the chance to win VIP 6Nations rugby match tickets
  • Mini-Me competition searching for junior lookalikes for the Cardiff City football team – which appeared on leading sports channel, Sky Sports and generated 1,762,333 total OTS in print and broadcast.
  • Social Media campaign – content plans written, scheduled and managed along with competition entries for Mystery Guest and Mini Me.
  • Consumer E-Newsletters – Wrote, delivered and managed e-newsletters highlighting the Peter’s ‘Win a Car’ On Pack Promotion.
  • Community Stories – achieved more than 21 community stories by managing the presentation of Turkeys to homeless charities at Christmas and sums of money given to community groups across South Wales.


rise in sales


increase in Facebook ‘Likes’


increase in Twitter followers

The outcome:

We were able to secure 89 pieces of online and print coverage for Peter’s Pies, which included coverage in Tesco’s in store magazine, resulting in an OTS of more than 5 million, as well as key Welsh media such as the Western Mail.

As a result of this, Peter’s Pies achieved a six percent rise in sales in 2013-2014 compared to the previous year as well as a 62.4% increase in Facebook ‘Likes’ and 77.3% increase in Twitter followers.