Brand Plan

BRAND PLAN MESSAGEAcross all 3 years: Britain’s Greatest Pork Pie.“You know where you are with a Pork Farms Pie”

Year 1 Year 2 Year 3

REAPPRAISAL

You know where you are with a

Pork Farms pie

hidden gems British Twist

Making Pork Pies

trendy

Modern British

Extending beyond

pork

promoting the brand promoting the category making it stand for more

RETENTION & GROWTH FURTHER GROWTH

Insight

Benefit

Reason to believe

“You want to know that the pie you’re buying is genuine British meat from

a trusted baker that will taste the way it should.”

We at Pork Farms are dedicated to quality, producing classically British, farm sourced pies for over 84 years. We take our time to carefully craft proper pork pies – with succulent meat and mouth-watering pastry.

100% British quality pies and pork pies with maximum flavour.

Using traditional methods of making pies, with hot water crust pastry.

Campaign Links

All activities linked to ‘Symbol of Britishness’, British activities/locations, British Way of Life.

Each campaign linked to Pork Pies – picnics in locations / pie & pint buffet for parties and flavoured pies.

New packaging design & website launched in April.

hidden gems

Pop Up Party

BOARD GAMES CHAMPIONSHIP

your Pie, your Way

Best locations in Britain

British everyday heroes

Micropub host trials

Flavours of Britain

Year One – Reappraise the brand

TV campaign

Appearing on TV screens across the country, a series of 20 and 30 second ads will highlight the Britishness of pork pies and Pork Farms. We’re Britain’s favourite pork pie, with millions of consumers trusting the brand. After all, you know where you are with a Pork Farms pie.

1st – 31st

july

Board Games Championship 2016 Pork Farms launched and established the UK’s first National Board Games Week, featuring a Board Games Championship and Family Board Games Night.

Partnering up with the body behind Britain’s micropub movement, the Micropub Association, Pork Farms launched the championships with a series of heats across participating UK micropubs which led to the grand final hosted during National Board Games Week. A range of Pork Farms pork pies were provided to the micropub hosting the grand final and a pork pie trophy given to the Board Games Champion and runners-up.

Local PR around heats and grand final and national PR around Pork Farms’ National Board Games Week with the reveal of the Board Games Champion 2016.

Launched Family Board Games Night through Pork Farms website during National Board Games Week. Families sent in images of their night to win prizes including a year’s supply of Pork Farms vouchers and a bundle of board games.

In addition, Pork Farms hosted a blogger event ahead of the grand final with leading food and lifestyle bloggers. Trophies, certificates and a pork pie trophy were given out as prizes.

FEB, march &

APRIL

Hidden GemsWork with Visit Britain and regional tourist boards to collect their Hidden Gems – rich content for website and campaign launch.

Recruit consumers and travel bloggers to become regional ambassadors to visit their hidden gems – upload images, videos and captions / summary onto website and across social media #hiddengems

Launch voting mechanic to find Britain’s favourite Hidden Gems – 11 overall regional winning locations revealed, with each nominator to win a unique gem.

Regional hidden gems checklist available to download is incorporated into the website – everyone who visits the top 5 hidden gems within their region wins Pork Farms vouchers.

The top three hidden gems to feature in the new Pork Farms marketing ad campaign #hiddengems

MAY – AUGUST

Pop Up PartyNominated individuals or groups receive a surprise Pop Up Party organised by friends, family and Pork Farms to celebrate the nations un-sung heroes.

5 Pop Up Parties to roll-out in winning locations across the UK as a thank you to people of the community that deserve recognition.

Layout of buffet table, chairs, music, balloons, refreshments, Pork Farms products, and branded sampling van.

The Pork Farms pork pie at the centre of the party – pork pie pleasure for all.

Creating Pork Farms special moments across the UK.

MAY – AUGUST

Your Pie,Your WayConsumers invited to send in their dream flavour combos across social media and via the Pork Farms website.

Pork Farms’ chefs to select the top five flavour combinations to put forward to the grand vote across social media, with a voting app hosted on Facebook.

The winning new flavour combination to be revealed and launched during British Food Fortnight, where it will be taken on tour for first hand customer feedback.

Picture opportunity of first winning pie to be created, with the winner and Pork Farms chef.

may – june

Sampling van

Our Pork Farms sampling van will be pitching-up at flagship supermarkets, High Streets and County Shows.

We’ll be engaging people in taste testing, increasing brand awareness, collecting data and getting more people enjoying Britain’s favourite pork pie.