We are leading consumer PR on a national campaign built around one very simple idea.
We have been appointed to deliver a new consumer PR campaign for Mr. Porky, the UK’s number one pork scratchings brand and part of Tayto Group Ltd.
The project sees us partner with Principles, the Leeds creative activation agency, on a national campaign designed to get people talking about one of the country’s most stubbornly iconic snacks.
The idea
The campaign is built around a single claim: pork scratchings make beer taste better.
That is the sort of idea we like, because you do not have to explain it. Anyone who has stood in a pub holding a pint already knows whether they agree, and the ones who disagree will tell you so at length, which is rather the point. The aim is to put Mr. Porky at the heart of the classic pint-and-snack occasion, timed around the build-up to June’s World Cup as a peak moment for snacking at home and in the pub.
Who is doing what
We are leading the consumer PR, driving awareness through creative storytelling, consumer research and expert-led commentary. The messaging then runs across a range of other touchpoints, from digital content through to trade PR, so the idea shows up in more than one place.
Principles are developing a social-first experiment that puts the claim to the test, asking real people whether pork scratchings genuinely improve a pint, and leading the campaign’s creative video.
What everyone said
Will Ockenden, director at Prohibition, said:
“Mr. Porky is a super-brand in the snacking world, and this is exactly the type of PR-first campaign we love getting stuck into.
“It’s playful, culturally relevant and built on a simple truth that people instantly understand, that a pint and a packet of pork scratchings are a brilliant match. Our role is to take that idea and give it national media appeal.
“It’s also great to be working alongside Principles on a campaign that brings together PR, creative and content in a genuinely integrated way, ensuring the idea lands consistently across earned media and digital channels.”
Liz Bryne, Client Services Director at Principles, added:
“Many of the best creative campaigns start with a simple observation about the customer and create a natural link with the brand. So we can’t wait to take this observation about the great British pint and pork scratchings pairing to the public with Prohibition and the Tayto team.”
Matt Smith, Group Marketing Director at Tayto Group, said:
“This campaign is about celebrating the brand’s heritage in a way that feels fresh, fun and relevant for today’s consumer. Whether enjoyed at home or in the pub, pork scratchings and beer are a classic pairing that stretches back decades, but we wanted to go a step further by turning that familiar truth into a campaign that gets people talking.
“Ultimately, the objective is to drive fresh relevance for Mr. Porky, reinforce its role in pint-and-snack occasions, and remind consumers why it remains one of the nation’s best-loved snacks.”
Tayto Group is a family-owned snack manufacturer founded in 1956, with a portfolio that includes Mr. Porky, Golden Wonder, REAL Crisps, The Real Pork Crackling Company, Midland Snacks and Tayto, Northern Ireland’s number one crisp brand.
The appointment adds another well-known name to the roster at our food and drink PR agency, and sits alongside a good deal of retail and FMCG work. If you have a heritage brand that needs to feel current again, that is a brief we enjoy.
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