We took a butchers at the UK’s leading pork snacks
Plum have been the trade agency for Tayto UK for over four years now. In January 2019, we were appointed their PR agency.
Plum supported Tayto’s UK No.1 pork scratchings brand - Mr Porky - in their recent ‘There’s no matching a scratching’ campaign aimed at engaging lapsed consumers, bringing more people into the Mr Porky brand and the wider category. The biggest ever advertising campaign for pork scratchings set out to hero the unique appeal of scratchings and how other snacks just don’t come up to scratch.
The campaign included national radio coverage, as well as up-weighted regional activity in the Midlands (where sales of scratchings are particularly strong) across OOH, radio and digital. This unprecedented investment in pork snacks could only be delivered by Tayto as category leaders.
Plum created supporting collateral specifically targeted at the independent retail, convenience and licenced trade - to be used across social media, digital and trade press. Plum gave full PR support including pulling together an extensive trade media schedule, booking media, negotiating fantastic far-reaching media packages, media buying - and developing a series of attention grabbing press releases, ads and media sell-in packs.
Plum clinched an unprecedented amount of free coverage and trade media support.
Feedback from publications, readers - and sales figures - were exceptional.
Our clients at Tayto were as happy as a ‘pig in the proverbial’!