BRIEF AND APPROACH
THE CHALLENGE
Our brief was to introduce a new audience to Fray Bentos pies and re-engage former customers to give the pies another go after a number of recipe changes that resulted in a decline in sales. For both audiences, we needed to convince cost-conscious consumers that paying more for a better quality pie was worth the price, as the nation goes through a cost of living crisis.
OUR SUPER-CHARGED RESPONSE
Our strategic approach was to partner with key media titles to land our core tongue-in-cheek ‘Humble Pie’ campaign message after the brand had messed around with its classic nostalgic recipe.
During British Pie Week (6-12 March) the conversation was expanded to target radio stations with Humble Pie gift boxes and reactively hijacking wider media opportunities around the time.
+43%
sales
year-on-year, off the back of British Pie Week
26.5M
customers reached
across the entire campaign
SUPER-CHARGE MOMENT
Proof that the ‘worth paying more for’ message landed successfully with positive sentiment increasing by 31% from 26% to 57%.
“There are other brands out there but Fray Bentos has totally bossed Pie Week”
Chris Stark, Capital Radio Breakfast show host