The Task
Our fantastically successful partnership with British sausage brand Porky Whites continues (you might remember our SAUSIES PR & Social Media campaign from 2018)… For the 2020 seasonal campaign Jellybean was tasked to once again raise awareness of the family owned and family run business in local, regional and mainstream media and to drive sales of its festive range, available on Porky Whites’ online shop. The Jellybean activity reached new potential consumers through PR and was also responsible for boosting brand affinity with the company’s loyal fans on Facebook.
The Solution
PR: To ensure we made headlines with Porky Whites festive range we needed a sensational news hook to grab the attention of the mainstream media, as we did with the SAUSIES. After a client brainstorm we agreed on the festive range to create: Limited Edition Christmas Dinner Sausages, Bacon Scented Wrapping Paper and Porky Whites anti-viral face mask – so 2020! These new products would join the existing and very apt Sauce Shop Brussel Sprout Ketchup available on Porky Whites’ online shop. Porky Whites is an independent manufacturer, able to react swiftly and smartly to trends and the Christmas sausages were developed and produced in record time whilst Jellybean looked after the design and print of the meaty scratch ‘n’ sniff wrapping paper which we dubbed ‘Presents ‘n Blankets! We sent hampers with these items and a press release to tabloids and radio stations nationwide and shared the press release with a long list of national, regional and local media, radio and tv researchers, online lifestyle titles as well as online foodie titles too.
Social Media:
For decades Porky Whites has worked hard to build an incredibly loyal and enthusiastic customer base. Always up for a laugh and a chat on Facebook we decided to engage the brand’s fans with a 5 day ‘Spot The Sausages’ competition where we hand illustrated and digitally designed five Christmas living room scenes with sausages hidden for Facebook fans to spot. Those who guessed correctly were put into a random draw with a winner from each day chosen to receive some limited edition Porky Whites festive prizes.
In addition to providing illustrations for the competition, we took over the daily management of Porky Whites’ Facebook page, creating additional graphics and publishing topical, engaging posts to lift fans’ spirits and educate them on the latest Porky Whites festive range, further driving sales.
The Results
Our Christmas PR campaign surpassed client expectations.
PR highlights include:
Feature on Channel 4’s Steph’s Packed Lunch show with a 1min 30sec segment for the Bacon Scented Wrapping Paper
Securing Porky Whites MD, Fran a 5 minute interview which aired on both breakfast and drivetime slots on BBC Radio Surrey
Mention of Bacon Scented Wrapping Paper on drivetime slots of Heart Radio Sussex, Heart Radio Hampshire and Heart Radio Kent
Total pieces of coverage: 56
Reach: 14.25 million
Online shop highlights over the course of the seasonal campaign include:
3 of the festive products Jellybean PR’d made up 3 of the top 5 products on the Porky Whites online shop by units sold
Online store sessions driven by social increased by 185% (vs previous month) with Facebook driving 285% more online store sessions (vs previous month)
The Facebook page results were equally as strong:
For the period of Jellybean’s channel takeover 25th Nov-14th Dec we saw an increase of 2487% in page impressions and 5713% in engaged users (vs same period previous month).
