Favourite Irish sausage brands, Mallon’s, Hafner’s, Olhausen’s and Kearns, have announced that Sunday 5th May is Sausage Day in Ireland. To publicise, a campaign to ‘Celebrate the Sausage’, planned by Initiative and PML, has been unveiled on columns across the Luas network. Luas passengers Journeys reached almost 42 million in 2018, an increase of 11% and equating to 114,520 journeys on average each day.
As part of the promotion commuters are invited to vote for their favourite of four quirky new sausages. The suggested flavours are Baked Bean, Cheese and Onion, Chocolate and Marshmallow and Pepperoni Pizza. Smartphone entry is made easier via a QR code on the posters, and encouraged with a competition offering a prize of brunch in New York. As an added incentive the winning sausage will go in to production.
The centrepiece of the activity is a wrapped Column on Stephens Green incorporating a giant special build sausage pierced by a fork. Our Out of Home Consumer Survey indicates that two thirds of consumers say that a customised poster suggests the brand is making a real effort to communicate to get attention / communicate with them.
Keith Brennan, Account Manager in PML continues; “Combining OOH with call to action mobile is a great way to utilise both media and this campaign accentuates that further with a huge incentive and special build to attract the attention of the connected consumer.”
Kathy Boles Sales and Marketing Manager Arthur Mallon Foods added; “We loved the idea of a giant sausage in a high traffic location. Sausages are tasty and fun and we think the installation will create great standout and give people a reason to smile. We hope that it will be a talking point especially for younger, harder to reach consumers. Timing is important too …brighter days and longer evenings mean more people are out and about. After day one, 6,000 people had seen it online so we are off to a sizzling start.”
Creative: Elevator Promtional Marketing
OOH Agency: PML
Special Suppliers: Eclipse Media