Creative agency Joint has launched a new masterbrand campaign for Richmond which celebrates the everyday moments that make the brand a staple of British mealtimes. Rolling out across out-of-home and social, the campaign puts Richmond sausages at the heart of real-life scenarios – from family meals to barbecues.
Following January’s ‘Veggie Tasty’ campaign, the work is the agency’s second for Pilgrim’s Europe since winning the business last year. Continuing to drive consideration for Richmond’s core pork range while strengthening long-term brand affinity, the work looks to respond to intensifying competition by doubling down on what sets Richmond apart: warmth, accessibility and a no-fuss approach to good food. The campaign will run across social and OOH, delivering broad reach and high visibility.
At the centre of the social activity is The Big Richmond Sit Down, a warm sofa sitdown series featuring real friends, partners and families – tapping into personal, and often fiercely defended, rituals surrounding Britain’s favorite sausage. From the ultimate condiment pairing to the age-old question of whether it’s a cob, roll or bap, no topic is off the table. The socials will run across Meta and TikTok platforms in 30- and 10- second formats.
Algy Sharman, chief creative officer at Joint, commented: “There’s nothing pretentious about a Richmond sausage. That’s why it’s the nation’s favourite. Our launch out of home and social campaign brings this to life in a charming and simple way.”
Chris Doe, marketing director at Pilgrims Europe, added: “At Pilgrim’s Europe, brands are central to our growth strategy, and Richmond is a key focus within the portfolio. This campaign exemplifies the transformation we are leading in Marketing, creating more distinctive, contemporary communication that strengthens brand meaning and delivers measurable commercial impact. Exceptional pre-testing results give us confidence this work will accelerate the next phase of growth for Richmond.”
