The iconic brand is investing in its future with a new marketing campaign and revamped business goals across meat and meat-free
Richmond, a proud part of Pilgrim’s Food Masters, has today announced a significant investment in the brand’s future. With a 130-year legacy of delivering high-quality, great-tasting food, Richmond is taking the brand into its next phase by investing £2.6 million in marketing and brand communications across a variety of channels and touchpoints.
A holistic, 360-degree campaign spanning TV, VOD, Social and Out-Of-Home launches today, celebrating the brand’s unique heritage whilst also providing a look ahead to the future of Richmond, Richmond Meat-Free, its loyal consumers and influential retailers.
Richmond aims to be the brand that makes good times with good people even better, thanks to a well-loved and ever-evolving range of options. This new strategy from Richmond coincides with the introduction of a fresh communications platform, ‘Good Times’. Now, with an expanded core range and wildly successful meat-free presence, the ‘Good Times’ campaign celebrates the treasured moments often overlooked, shining a light on consumers’ desire for classic, cosy comfort food from brands they know and trust.
To deliver this campaign, created in partnership with Saatchi & Saatchi for TV and VOD and Initials CX for social and Out-of-Home, the brand will be championing the SKUs that truly make the ‘Good Times’, including its range of Pork and Meat-Free Sausages. Richmond has enjoyed staggering success in the meat-free category since first launching in 2019. Richmond Meat-Free is now the third biggest meat-free brand in the category, thanks to superior taste, texture and quality across the range. Across the entire Richmond range, growth has been impressive, with RSV increasing from £113.4 million in 2019[1] to £190.1[2] in 2024.
“The launch of our ‘Good Times’ comms platform marks the start of a new era for Richmond”, said Chris Doe, UK Marketing & Innovation Director at Pilgrim’s Food Masters. “Richmond has been an iconic brand for 130 years, a mainstay for families, friends and loved ones across the UK. Our approach to this new phase of marketing is simple. How do we evolve our positioning to become a broader mealtime brand, dialling-up our strong emotional benefits? Our range has something for everyone, and we wanted to reflect that in our marketing, our comms and the future of the brand.”
Not only is the new comms platform aiming to reach more than 8.5 million consumers, but Richmond is also looking to benefit retailers by converting and attracting new shoppers. Richmond has experience in this space, its Meat-Free brand is the number one brand when it comes to recruiting customers into the category, leading the way in driving engagement[3]. This ability to evolve and delight, alongside the investment in marketing and consumer comms, is paving the way forward for the entire Richmond brand.
Giveaways and in-store promotions will be rolled out as part of the new ‘Good Times’ campaign, as well as heavy investment across VOD, OOH, TV and Social.
- ‘Good Times’ TV and VOD spot available here
[2] IRI 52wk 18.02.2024
[3] Kantar, Data Explorer (Buyers), Total Meat Free, L52w to 29/11/20 vs L52w to 27/11/22
Comments are closed.