Richmond Sausages returns to TV screens with new £1.5m campaign championing great taste


Richmond Sausages – part of Kerry Foods, the experts in chilled –– has today announced the launch of a brand-new advertising campaign. The campaign aims to highlight the universal appeal of Richmond Sausages amongst UK shoppers and drive excitement for its growing range of products.

The TV advert demonstrates the great taste that Richmond fans know and love, showing the nation coming together at mealtimes to enjoy Pork, Chicken and Meat-Free Richmond Sausages. Throughout the creative, Richmond Sausages will hero its entire portfolio, highlighting the 100% Richmond great taste it has become renowned for as the Nation’s Favourite Sausage Brand.

Richmond Sausages has been hard at work innovating across its range in recent years to cater to evolving consumer demand. The brand branched into Chicken Sausages in 2018 and then exploded into the meat-free market for the first time last year. The successful launch of Richmond Meat-Free Sausages has seen the product awarded the accolade of ‘Product of the Year’ in the ‘meat-free category’; a testament to the taste and texture of the Meat-Free Sausage which looks and tastes just like a Pork Sausage.

Richmond’s new advertising campaign is due to launch on 10 February during The Chase and Love Island, helping to drive mass awareness of the brand’s versatile range – including the award-winning Meat-Free Sausages. The TV campaign will run from 10 – 23 February with extension of VOD until the middle of March and a second wave coming later in the year.

The opening scene will focus on Richmond’s newest products; Chicken and Meat-Free Sausages. The visual dramatises the sausage as it descends into different frying pans and is cooked, glistening and bubbling. The ad ends boasting a tray of succulent sausages, as one is selected for its golden-brown colour before someone takes a bite out of it. The TV advert reaffirms Richmond as the Nation’s Favourite and builds on the trust placed in its core Pork range amongst the new, broader portfolio.

The launch of the TV ad coincides with another key moment for the Richmond brand, as it once again  partners with Asda to support its ‘You Buy One, We Give One’ campaign. As the Nation’s Favourite Sausage Brand, the partnership will help Richmond to give back to local communities up and down the country, with the new ad helping to drive consumers into Asda store’s where they can support the charity’s work, while at the same time explore Richmond’s expanding portfolio.

For every pack of Pork 454g and Chicken 400g sausages sold from 6 Feb to 17 March, Richmond Sausages will donate the equivalent to FareShare over the following 12-month period. The campaign will help to ensure Richmond is front of mind with consumers, driving footfall into to stores to make purchases which will directly benefit the charity.

The brand has partnered with FareShare, the UK’s largest charity fighting hunger and food waste, for a number of years now –providing 7.9 tonnes of surplus products to the charity between January and June 2019 – equating to an estimated 18,810 meals.

Dawn Spencer, director at Kerry Foods, says: “As we move into 2020, we are excited about the growth of the Richmond portfolio into healthier proteins and this is helping us to demonstrate to retailers and consumers why we’re the Nation’s Favourite Sausage Brand. Alongside our new ad campaign, we’re thrilled to be working in partnership with Asda and FareShare to help customers donate food across the UK. With our ad campaign driving footfall in-store, we’re hoping this will encourage further purchase and drive these donations.”