Richmond: Harnessing social proof to win the love of a nation

Richmond, a sausage brand, reversed sales decline in the UK by launching a celebrity-led campaign, The Nation's Favourite, through a film that brought together local heroes with admired celebrities.

Campaign details

Brand: Richmond SausagesClient: Kerry FoodsAgency: Saatchi & Saatchi

If i told you that more people liked this case study than any other, would you be more inclined to read on?

According to the psychology of social proof, the vast majority of you would.

It was harnessing this universal instinct that:

  • Created Richmond's 'Nation's Favourite' campaign.
  • Transformed Richmond from a brand that people loved but were embarrassed to admit to loving, into one that people were proud to buy for their families.
  • Enabled expansion into the homes of previously unreachable consumer groups and into...

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