Kelly’s of Cornwall asked us to…
Create a PR and social campaign to celebrate its rebrand, generate awareness of TV advertising, drive website traffic and increase social engagement – with the aim of capturing a new, younger audience as well as inspiring loyalists.
What we did…
We developed a programme that built on Kelly’s brand eye and brought to life the brand’s Cornish heritage and quality credentials, matching the tone of the TV ad – the first TV ad to be filmed in Cornish. The programme had multiple elements to reach consumers at every possible touch point, and encompassed experiential, news gen and media relations. ‘Speak Cornish’ was our campaign and we linked to consumer interest in ‘dying out’ regional languages to gain wider traction.
What happened next?
Working closely with brand owners (Froneri UK), media buyers (7-Stars), creative (Isobel), trade(Finn), sampling agency (I-2-I) we developed and executed a myriad of tactics, including the creation of a downloadable tongue-in-cheek Cornish phrasebook – encouraging people to #SpeakCornish, a Westminster photocall with Charles and Camilla lookalikes, a pop up Cornish ice cream parlour, influencer engagement activity, as well as a hardworking, nimble media centre.
We secured 56 pieces across all media, OTS of 562million #SpeakCornish was the lead message in national print and onlines including The Telegraph, Daily Mail, Mirror, Guardian; Locally – West Briton, BBC Spotlight, ITV West Country, BBC Radio Cornwall. Local MPs even showed their support. Underpinned by product placement and taste tests. 480,343 engaged via Wild West’s online activity – Twitter / Facebook. Pre-launch: 66% of web traffic was held by the ages 25-64. After launch, the majority share shifted with 88.7% of visitors 25-54 years.
Sales data from Kelly’s:
During the campaign period, Kelly’s grew by 17.1% on a 4-week period Kelly’s Family Tubs grew 15.9% and Kelly’s Everyday Premium grew +17.5% on a 4-week period (Nielsen, 21.05.16)