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By Amy Houston, Senior Reporter

March 21, 2024 | 2 min read

Sometimes, the unexpected moments of doing nothing mean everything.

Sausage maker Richmond has released a cozy, feel-good ad that embraces the happiness that sometimes occurs when plans get canceled unexpectedly.

Titled ‘Good Times,’ the spot follows a father and daughter duo who, after making their way to a weekend football game, are told it has been called off due to the miserable weather. Once back at home, they get into their cozy clothes and sit on the sofa to eat sausage sandwiches together.

Running across TV and video-on-demand, with supporting social and OOH throughout the spring, the new campaign celebrates the place the 130-year-old Pilgrim’s-owned brand has in households across the UK.

“Our new campaign was created to evolve our positioning and help us become a broader mealtime brand,” says Chris Doe, UK marketing and innovation director at Pilgrim’s Food Masters.

“Richmond is a name that is synonymous with quality, superior taste and the comfort foods we love. ‘Good Times’ celebrates the wonderful everyday occasions, unplanned moments and special times spent with loved ones, which we are proud to be a part of. Our brand promise is to deliver flavor and experience with no fuss so people can focus on what really matters – the good times with good people. I’m excited to see this come to life.”

Created by Saatchi & Saatchi, the spot follows a long line of collaborations between the London agency and the brand after it won the account in 2013.

Franki Goodwin, the chief creative officer at Saatchi & Saatchi, added: “Whether it’s a party or a play date, I think the whole nation can relate to the joy of canceled plans. It’s the perfect place for a down-to-earth, cozy and spontaneous brand like Richmond sausages to play and we’re delighted with the first installment of this new platform for it.”

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