Richmond sausages roll out new £2.6m advertising push

By David Shrimpton in Chilled 18th March 2024

Richmond, the sausage brand, has kicked off a £2.6m marketing campaign including a TV ad, video-on-demand, outdoor posters, social media and in-store promotions.

The “Good Times” brand campaign is designed to highlight the brand’s “unique heritage whilst also providing a look ahead to the future of Richmond, Richmond Meat-Free, its loyal consumers and influential retailers”.

It will celebrate “treasured moments often overlooked, shining a light on consumers’ desire for classic, cosy comfort food from brands they know and trust.”

SKUs highlighted by the campaign will include products from Richmond’s range of pork and meat-free sausages.

“The launch of our ‘Good Times’ communications platform marks the start of a new era for Richmond,” said Chris Doe, UK marketing and innovation director at brand owner Pilgrim’s Food Masters.

“Richmond has been an iconic brand for 130 years, a mainstay for families, friends and loved ones across the UK.

“Our approach to this new phase of marketing is simple. How do we evolve our positioning to become a broader mealtime brand, dialling-up our strong emotional benefits?

“Our range has something for everyone and we wanted to reflect that in our marketing, our comms and the future of the brand.”