What was the issue/nature of the project?
East Lancashire-based food company Clayton Park Bakery was looking to raise its profile ahead of the opening of a new factory unit to increase the company’s capacity for baking bread and cakes.
That was the initial brief, to be followed by an on-going relationship to promote their various brands across the baked goods sector to increase their market share.
What was our strategy?
The company has a strong link with a number of leading football clubs in the North West as suppliers of pies and baked goods for corporate guests and supporters.
We tapped into this market to get some instant, high profile coverage of the company.
Among the clubs Clayton Park supply pies to, four are founder members of the Football League, which celebrated its 125th anniversary at the start of the 2013/14 season.
We therefore arranged for the company to bake and present special 125th-anniversary pies to Everton FC (who also agreed a new contract with Clayton Park Bakery), Blackburn Rovers, Preston North End and Accrington Stanley.
What was the outcome/impact?
The ‘pie’s the limit’ campaign was a great success in gaining widespread publicity for Clayton Park Bakery, raising awareness of their products, brand name and imminent expansion into additional premises.
Using our contacts at the football clubs, we set up some excellent pictures with management and players of the three Football League clubs, and with a former playing legend at Premier League Everton, to support the story.
Staging the photo-shoot on the day of pre-match press conferences allowed us to gain maximise exposure with the anniversary pies featured on Sky Sports Television, across a range of local media, in the official club programmes and in several trade publications. Clayton Park Bakery were delighted with the coverage they received around their special anniversary pies as a taster for the factory opening.