Lead agency: Havas PR UK
Who came up with the idea?: Havas PR UK
Who delivered it?: Havas PR UK
Dewlay Cheese (creators of the Leigh Toaster)
Havas PR UK was asked to communicate the ASDA store in the Lancashire town of Leigh’s support for, and investment in, its local community. At the same time, the store needed to position itself against some new competitors in the county.
Havas’ research led to a simple yet innovative idea for ASDA.
The plan they cooked up was to bring a long-forgotten local cheese back to life – the Leigh Toaster. Local stakeholders and Lancastrian foodies helped to support a launch event in November 2012 (which also coincided with Lancashire Day, when local produce is high on the regional media agenda).
The event was front page news in the Leigh Journal and had six further lead stories in other titles, generating sales and social buzz on sites such as Twitter:
Most importantly, the campaign delivered commercially, as well as for the brand. As ASDA’s buyer put it: “One thousand Leigh Toaster cheeses have been sold, an incredible rate of more than 240 a week. This is above and beyond expectations for a local line.”
If you would like to get work in to IotY2012, you'll simply need to download this form, fill it in and spin it back to me with an image (or more than one if you fancy). Deadline is now 8 February 2013, although if you can get things in earlier, that would be good.
Picture credit: Jason Lock