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.

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.