• Part of a nationwide campaign to drive excitement, increased frequency of purchase and trial of Richmond’s leading sausage portfolio
• Offers shoppers the chance to win one of five £6,750 holiday packages, plus additional instant-win prizes
• Supported by a multi-channel advertising campaign, including OOH banner displays and social media ads, with TV personality Cara De La Hoyde
Richmond, a proud part of Pilgrim’s Europe, has announced the launch of a brand-new on-pack promotion across its fresh sausage products.
Running from 6th October to 12th January 2025, the campaign is designed to reward loyal brand fans, drive new shopper engagement and support retailers in boosting sales over the winter months.
The competition will run across Richmond’s popular range, including packs of 8 Thick Pork Sausages, 12 Thick Pork Sausages, 8 Roast Chicken Sausages, 12 Skinless Pork Sausages, 12 Thin Pork Sausages, and 8 Meat-Free Sausages.
Shoppers will have the chance to win one of five main prizes, consisting of a £6,000 Travel Card by Inspire gift card plus £750 spending money, redeemable towards a holiday of their choice. In addition to hundreds of instant-win prizes, including Richmond-branded neck pillows and inflatable lilos.
To enter, consumers simply scan the QR code on one of over 10 million participating packs, complete a short entry form with their details, and upload both the product’s batch code and a photo of their purchase. Winners of the main prizes will be announced via prize draw, while merchandise winners will be revealed instantly upon entry.
The promotion is being supported by a high-visibility out-of-home campaign across the UK, with digital display banners at roadside, and point of sale locations all over the country.
Alongside this, it is also being backed by a £350k media spend, featuring dedicated social media content fronted by popular TV personality Cara De La Hoyde, who will star in a bespoke social ad to bring the competition to life and drive engagement.
The campaign is expected to reach over 40 million people, further building on the brands momentum as the nation’s favourite sausage brand[1].
Chris Doe, UK Marketing & Innovation Director at Pilgrim’s Europe, said: “Richmond has been bringing families together around the dinner table for over 136 years. This on-pack competition is our way of rewarding shoppers while building further excitement for the brand in-store and online.
“With fantastic prizes, strong marketing support and a campaign that spans both our classic and meat-free products, we’re confident this activation will help retailers drive incremental sales over the winter season.”
[1] Circana data: 52w/e 06 Sep, 2025