This year, Higgidy were on a mission to own British Pie Week and tasked us with helping them achieve the largest share of voice over their competitors.
British Pie Week is one of the most talked about food awareness weeks within the consumer lifestyle calendar, so generating a big bang with no ‘new’ news, on a limited budget was going to be a challenge.
We knew that Higgidy was keen to talk about its partnership with FareShare, the charity that tackles food poverty. Using this as our thought starter we focused on the emotional act of sharing, in particular the act of sharing food which lead us to our ‘Spirit of Sharing’ creative platform.
Our campaign set to inspire everyone to enjoy the ‘Spirit of sharing’ during British Pie Week by encouraging consumers to host their own pie-themed supperclubs in aid of FareShare. And, for every pie purchased Higgidy would donate a pie to FareShare.
We defined three streams of activity, which included utilising influencers to host their own supperclubs, the commissioning of a food artist to generate some compelling picture content for media, and a hard-working media relations programme all of which helped to ensure that Higgidy was engaging consumers across all channels during Pie Week.
“We were thrilled with how our 2020 Pie Week campaign was executed – everything came together so well to achieve some amazing results. We’re already thinking about next year!”
Senior Brand Manager, Higgidy