The Drum Recommends: Commended is highlighting how Clarion Communications drove a social media campaign to make Pork Pies more relevant to younger consumers for For Addo Food Group (Wall's, Pork Farms).
In this series, we explore the finest work created by The Drum Recommended agencies. We will highlight top case studies to guide and inspire you in your journey to select a new agency relationship.
Last year the Recommended Agency Register (RAR) was rebranded as The Drum Recommends to bring it in line with owner The Drum. It remains committed to partnering brands with the correct agency using data and unique industry expertise.
Challenged to make Pork Pies more relevant to younger consumers whilst highlighting 100% British Farmed Pork message.
Drove brand reappraisal with a national social media campaign to find a Pork Pie lover to record our ‘Pork Farm’ers Mash Up’, a quirky rap with lyrics highlighting farming heritage & raising money to support young British Farmers. Search for, tease campaign & launch all led via social channels, including organic and paid for activity
Widespread coverage generated across social channels, national, regional and trade media. Full branded song was played on BBC Radio, promoted posts achieved low CPV of £0.004 and the video has been viewed more than 41,000 times on Facebook
Increased market share of under 44yr olds by +45%