Independent creative agency Initials CX has announced the launch of a brand new TV campaign “Good Times at Tea Times” on behalf of Richmond, and brokered by Dentsu Ireland and Sky Media. The work will run for seven-months exclusively on Channel 5.
Running from March to September 2025, the series of nine mini-ads will air daily during the channel’s prime 5:50-8:30pm teatime slot, reinforcing Richmond’s role as the go-to choice for family meal moments.
Created by Initials CX in collaboration with Dentsu Ireland, the creative will showcase Richmond’s diverse portfolio of products, including Pork, Chicken, Meat Free Sausages as well as their newly launched Extra Tasty range. Each 10 second copy follows the everyday teatime stories of the same six family members (plus their pet cat), embracing Richmond “Good Times” brand ethos by celebrating authentic, relatable meal occasions.
The realistic portrayal of mealtimes aim to prove that although getting round the table for tasty food is the foundation of many people’s evenings, it’s not the picture-perfect laughs and sugary smiles that represent reality. Rather, good times are those warm, unremarkable life scenes that aren’t too glamorous but are a snapshot of those authentic moments of belonging. Parents enjoying a rare date night, or siblings squabbling over who got a bigger serving, are just two of the short tales.
As a household staple for generations, Richmond continues to evolve with new product innovations, ensuring there’s something for everyone at the dinner table.
Sadie Majer, head of copy, Initials CX said: “Richmond sausages are a staple in most of Britain’s households, so it’s been a real joy showing a window into that reality and celebrating those warm, normal moments mealtimes are often centred around.”
Lauren Pizey, head of brand, Richmond added: “We’re delighted to be partnering with Channel 5’s teatime moments in 2025. Our brief to Initials focused on creating moments of belonging, where we see our Richmond family come together across a collection of heart-warming meals and that’s exactly what they’ve delivered. Over the 7 months the idents are live, we hope to comfort and inspire our consumers, showcasing our tasty Richmond sausages in the nation’s favourite dishes.”
Christa Thompson, UK & international group director, Paramount Advertising International, said: “Channel 5’s teatime programming creates the ideal moment for Richmond sausages to connect with millions of hungry, engaged viewers nationwide. As families gather and appetites build, their products become part of everyday mealtime conversation.”
