Richmond launches £1.1m campaign to sell shoppers on going meat-free this Veganuary

In a bid to improve sales of its meat-free products, Richmond’s latest marketing campaign marks its first foray into out-of-home digital advertising.

Sausage brand Richmond, part of Pilgrim’s Food Masters, has invested £1.1m into a multi-channel marketing campaign driving awareness and trial of its Meat-Free range. 

Launched alongside ‘Veganuary’, the brand’s ‘Relax, It’s Richmond’ strategy has employed video on demand (VOD), out-of-home (OOH) and social media advertising to sell customers on making the change.

Developed with Saatchi & Saatchi and dentsu X, the insight-based initiative positions Richmond as the gateway brand for people to try meat-free alternatives without sacrificing taste, relying on its reliability and taste credentials to quell any fears consumers may have about meat-free products. 

Chris Doe, Marketing Controller at Pilgrim’s Food Masters, said: “We’re putting our Meat-Free range centre stage for this fully integrated 360-degree campaign, because we truly believe that the products taste fantastic and because we know that Richmond plays a crucial role in recruiting customers into the category. The significant investment in this food-first campaign is evidence of our belief in the range; we want to encourage even more shoppers to try meat-free this year and trust that it can taste great!”

“Number one brand for recruiting shoppers into the meat-free category”

According to research conducted by Kantar, Richmond is the number one brand for recruiting shoppers into the meat-free category and is leading the way in driving engagement.

Currently running on 921 billboards and digital screens across the nation, as well as video on demand, TikTok, Instagram and Facebook, the campaign has been developed to target Richmond’s key audiences and aims to deliver 41 million impressions and reach over 13.7 million people.

In a further bid to engage shoppers, it has collaborated with social media influencer Sevda to bring meat-free recipe inspiration to her 1.2 million followers across TikTok and Instagram. 

The use of such performance channels and digital out-of-home advertising in a marketing campaign is a first for Richmond, but may soon become a theme for the brand whose audience, according to Jolene Timlin, Account Director at dentsu X, “are a very social and active group who spend significant time consuming out-of-home and social media”.

She said: “Through clever use of Facebook, Instagram and TikTok, we have been able to connect with consumers in touchpoints where they are open to brands using engaging short video content. This media strategy will most certainly ensure that consumers now see Richmond as the mainstream meat-free brand of choice.”

Richard Huntington, CSO at Saatchi & Saatchi added: “Right now meat-free is a super sexy category, with an explosion of brands and choices. But for families who haven’t tried meat-free before, there’s a risk of ending up with food that no one will eat. But if those meat-free burgers, or mince and more are from Richmond, makers of the nation’s favourite sausages, you know you can relax.”