It’s a hectic world but sometimes, doing nothing puts itself forward unexpectedly as an opportunity. How good that is. Saatchi & Saatchi has seized that feeling of relief for food brand, Richmond, in a campaign that connects emotionally with its audience by celebrating the joy found in simplicity.
The campaign, Good Times, leads with a film that opens to a rained-out football pitch and news of an unexpectedly cancelled match. Soaked to the skin, our star player and her dad are quick to act. They jump in the car, race home, and quickly set about getting cosy.
Franki Goodwin, chief creative officer, Saatchi & Saatchi, commented, “Whether it’s a party or a play date, I think the whole nation can relate to the joy of cancelled plans. It’s the perfect place for a down to earth, cosy and spontaneous brand like Richmond sausages to play and we’re delighted with the first instalment of this new platform for them.”
Good Times will run across TV and VOD with supporting social and OOH throughout the UK spring, reminding Brits that the 130-year-old Pilgrims Food Masters brand is the nation’s favourite sausage brand.
Chris Doe, UK marketing & innovation director, Pilgrim’s Food Masters, stated, “Our new campaign, guided by a celebration of ‘Good Times’, was created to evolve our positioning and help us become a broader mealtime brand. Richmond is a name that is synonymous with quality, superior taste and the comfort foods we love. ‘Good Times’ celebrates the wonderful everyday occasions, unplanned moments and special times spent with loved ones which we are proud to be a part of. Our brand promise is to deliver flavour and experience with no fuss, so people can focus on what really matters – the good times with good people. I’m really excited to see this come to life.”
The campaign will reach 68% of all adults (average 24% weekly reach) and 95% of connectors audience (average 60% weekly reach). Saatchi & Saatchi and Richmond has worked together for over a decade, with the creative shop first appointed in 2013.
Credits
Client: Richmond
Advertising Agency: Saatchi & Saatchi
CCO: Franki Goodwin
Executive Creative Directors: Paddy Fraser, Gary McCreadie
Creative Director: Michael Thomason
Copywriters: Will Griffin, Katy Stanage
Art Directors: Iki Choi, Alice Marani
Agency Producer: Josephine Roloff
Executive Design Director: Nathan Crawford
Designer: Maarit Koobas
Planning Director: Polly Goodman
Managing Partner: Humphrey Taylor
Business Lead: Cameron Saville-Smith
Account Director: Joe Dowson
Senior Account Manager: Tamara Sirandula
Media Planning & Buying: Dentsu
Production Company: Anonymous Content
Director: Alex Hulsey
Executive Producer: Daisy Mellors
Producer: George Saunders
Editing Company: Marsheen
Editor: Dave Davis
Owner & Executive Producer: Harriet Cawley
Post-Production Company: Black Kite Studios
Colourist: George Kyriacou
Senior Post-Production Producer: Alizée Levrino
Sound Studio: 750mph
Sound Engineer: Sam Ashwell
Sound Producer & Head of Production: Olivia Ray
Music: Curation Music
Composer: Miink
Producer: Connie Edwards
