McCain

McCain began working with Pitch in 2010 on a Consumer PR campaign to maximise McCain’s sponsorship of UK Athletics amongst the brand’s target audience  – housewives with children

What we were asked to do
  • Devise and implement a creative communications campaign targeting mums and families
  • Develop a national PR campaign targeting mums – the ‘Garden Games’ campaign
 What we did
  • Engaged a relevant celebrity ambassador – Sheree Murphy – to create resonance with consumers
  • Use the celebrity in a series of strategic media activity to create a sustained four month campaign  across a wide range of consumer media outlets
  • Work with the McCain elite and young ‘up and coming’ athlete ambassadors to generate wide reaching coverage in national and regional media outlets
  • Co-ordinate extensive regional PR support for 10 nationwide athletics road shows targeting families
  • Developed  Home Grown Talent, a talent identification programme, to reinforce legacy messages and provide additional regionally relevant content
  • Creatively  used and managed athlete ambassador time to maximise media coverage opportunities
  • Created branded ‘race badges’ for each athlete ambassador to use in photography and avoid the restrictions posed by athletes’ kit sponsors
 Results
  • Generated 160 pieces of coverage throughout a six month campaign
  • Coverage achieved a PR value of  over £1million
  • Over 100,000 children took part in regional road shows and over 185,000 people entered the Garden Games campaign

    Relevant Posts

    < Back to Clients