Campaign details

Brand: Richmond Sausages
Client: Kerry Foods
Agency: Saatchi & Saatchi

If i told you that more people liked this case study than any other, would you be more inclined to read on?

According to the psychology of social proof, the vast majority of you would.

It was harnessing this universal instinct that:

  • Created Richmond's 'Nation's Favourite' campaign.
  • Transformed Richmond from a brand that people loved but were embarrassed to admit to loving, into one that people were proud to buy for their families.
  • Enabled expansion into the homes of previously unreachable consumer groups and into new geographies across the country.
  • For the first time, brought Richmond sausages onto the shelves of Lidl and Aldi - well known for only stocking brands they cannot easily replicate with own label.