We have been enjoying all things meat-free in recent months as we get stuck into new briefs from two of Pilgrim’s Food Masters biggest brands.

Richmond and Fridge Raiders have briefed Pier to support the launch of NPD under their growing meat-free propositions, with influencer campaigns for both brands.

‘The Nation’s Favourite’ Richmond, known for its family-friendly sausages and other meat products, successfully moved into meat-free in 2019 and is now the third largest brand in the meat-free category. Pier’s work supports the launch of its latest range additions No-Chicken Bites, and No-Ham and No-Chicken Deli Slices.

Meat-snacking brand Fridge Raiders is also rolling out new meat-free innovation, adding Fridge Raiders Meat-Free Tasty Bites, in Classic Slow Roasted and Katsu flavours, to its portfolio.

Chris Doe, Marketing Controller for Meats & Plant Based at Pilgrim’s Food Masters, said: “The meat-free category is booming and we are perfectly positioned to engage shoppers with great tasting plant-based alternatives. Pier’s strategic influencer activations compliment our above-the-line campaigns to ensure maximum cut-through with audiences, helping generate the buzz our innovations deserve.”

Our influencer proposal for the brands aligns with wider campaign creative and includes creator partnerships on TikTok and a micro influencer outreach programme.

MD Amy Bendall commented: “Influencer marketing continues to be a significant growth area for Pier, and our social team have established themselves as specialists at delivering authentic and credible content for clients. We are really excited to strengthen our relationship with Pilgrim’s Food Masters and secure these new briefs with two of the company’s biggest brands.”

Pilgrim’s Food Masters is owned by Pilgrim’s Pride after it acquired Kerry Group’s UK and Irish consumer meats and meals business last year.

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