We need food and drink PR! We’re supporting Save the Children’s Christmas Jumper Day. We need a PR and marketing campaign that will help us boost brand profile, maximise sales in the very busy lead-up to Christmas and help us achieve our fundraising target of £250,000.
To link the campaign’s main themes of Christmas Jumper Day and parties together, an experiential food and drink PR campaign was devised to tour the country, create head-turning moments, sampling opportunities and raise awareness of Papa John’s Pizza and the fundraiser.
TNS research was employed to discover the UK’s favourite pizza on the run-up to Christmas. The nation’s favourite pizza would be unveiled, but it would be made of woolly jumpers to celebrate Christmas Jumper Day! Four locations were chosen for the tour to ensure maximum opportunity to see: Manchester Arndale Centre, Edinburgh Waverley Station, Bristol Temple Meads Station and London Waterloo. The nation’s favourite pizza was also sampled at each location.
Alongside the stunt a jumper amnesty box was also placed for passers-by to donate any unwanted jumpers to Save the Children.
A tour of the nation’s favourite pizza to each of the region’s media was also organised to help boost publicity about the stunt and jumper amnesty.
Links with celebrities, such as CITV’s, London Hughes, and stars of pantomime, such as John Thompson, all supported the campaign via jumper donation and photo opportunities.
The food and drink PR stunt created a dramatic presence on shopping concourses and railway stations. Hundreds of thousands of people flocked by the event and tasted Papa John’s delicious Pepperoni and Cheese and Tomato pizzas. Leaflets with sales vouchers were distributed to encourage future sales on the lead-up to Christmas.
The media loved their tasty samples and wrote very positively about the tour, which even made the national press! The jumper amnesty also created a stockpile of sweaters for Save the Children’s charity stores.
Papa John’s dough-nated a staggering £265,000 which was raised by a 50p donation for each XXL pizza sold throughout December.
“The woolly pizza proved to be a very simple idea that created impact and relevance for our support of Save the Children’s Christmas Jumper Day. Thanks Big Wave PR for understanding our needs and coming up with a creative solution that created head turning moments for 100,000s of people.”
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