Kerry Food Group’s Richmond sausages brand has linked with TV show Britain’s Got Talent for a new £1.5m marketing campaign including an on-pack offer amplified through in-store activation, as well as video-on-demand, digital and social media activity.

The on-pack offer runs across the Richmond portfolio and gives families the chance to win prizes, including VIP tickets to the live shows, Britain’s Got Talent Big Night In hampers (including a TV and sound system), family days out to the UK’s top attractions, opportunities to learn a new talent and many more.

“Our marketing investment will ensure the brand remains top of mind for shoppers throughout the Britain’s Got Talent season and retailers should expect an increase in demand for Richmond over this period as our advertising drives footfall into store,” said Sarah Davies, Senior Brand Manager for Richmond. “The on-pack offer gives mums even more reason to add Richmond to their shopping list. We know consumers love Britain’s Got Talent and we expect there will be strong appetite to win VIP tickets to the live shows.”

Marketing activity will run throughout April and May.

There are 57 prizes to be won during the 57 days of the Promotion Period, These include: nine sets of four VIP tickets to a live show of Britain’s Got Talent, including travel and accommodation; four ‘Ultimate BGT Night In Hamper’ prizes for four people, with TV and sound system, popcorn maker and popping corn, blankets, sweets, drinks, crisps, kettle and teabags; five pairs of West End theatre tickets; ‘record a CD sessions’; circus skills sessions; family days out; cinema tickets for four people; Tenpin bowling; and British family hampers.

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Kerry Foods’ Richmond Sausages brand is launching a new £3m integrated ‘Sausages & Chip’ campaign, giving families the chance to win one of 200,000 microchips that can be used to locate lost toys.

The on-pack promotion is running across the entire Richmond Sausages range until February 16th 2016 and will be supported by a multi-media campaign.

The idea behind the promotion is that parents will go to extreme lengths to protect their children’s most treasured items. Sausages & Chip will help families avoid the common scenario of lost toys by offering the chance to win a special tracking chip, which can be attached to a child’s favourite toy.

The campaign’s first TV ad – featuring the strapline ‘Keeping the Family Together’ – went live during a 60-second spot during the X-Factor on 28th November, with the campaign predicted to reach 85% of Richmond’s target audience on TV alone. Meanwhile, video content on social media and digital content across Amazon, Ebay and Asda.co.uk should ensure that millions of families throughout the UK are aware of the campaign.

Extensive in-store point of sale material – including window posters and shelf barkers for convenience retailers – will also be available across all channels to excite shoppers at the shelf.

Sarah Davies, senior brand manager for Richmond, says: “Sausages & Chip will be our biggest campaign of the year, and comes at a key sales period when sausages are a meal-time favourite for families and an essential Christmas dinner ingredient.”

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