Richmond has launched a new masterbrand campaign celebrating the everyday moments that make the brand a staple of British mealtimes.
Created by Joint, the campaign will roll out across out-of-home advertising and social media, placing Richmond sausages at the centre of familiar scenarios such as family dinners and barbecues.
The campaign marks the agency’s second piece of work for Pilgrim’s Europe since winning the business last year, following January’s Veggie Tasty campaign.
The latest work continues to drive consideration for Richmond’s core pork range while strengthening long-term brand affinity. It also responds to intensifying competition in the food category by focusing on the qualities that have long defined the brand: warmth, accessibility and a straightforward approach to good food.
The Big Richmond Sit Down social series
At the centre of the campaign’s social activity is The Big Richmond Sit Down, a relaxed sofa series featuring real friends, couples and families discussing the small rituals that surround Britain’s favourite sausage.
From debates about the perfect condiment pairing to the long-running question of whether it is called a cob, roll or bap, the series highlights the everyday conversations that happen around the dinner table.
The social content will run across Meta and TikTok in both 30 second and 10 second formats, helping the campaign reach audiences across multiple platforms while maintaining a casual and relatable tone.
Celebrating the brand’s simple appeal
Algy Sharman said the campaign reflects Richmond’s unpretentious character.
“There’s nothing pretentious about a Richmond sausage. That’s why it’s the nation’s favourite. Our launch out-of-home and social campaign brings this to life in a charming and simple way.”
For Pilgrim’s Europe, the campaign forms part of a wider marketing strategy designed to strengthen the role of brands within the company’s growth plans.
Chris Doe said the campaign reflects a broader transformation in the company’s marketing approach.
“At Pilgrim’s Europe, brands are central to our growth strategy, and Richmond is a key focus within the portfolio. This campaign exemplifies the transformation we are leading in marketing, creating more distinctive and contemporary communication that strengthens brand meaning and delivers measurable commercial impact.”
He added that strong pre-testing results suggest the campaign could help accelerate the next phase of growth for the Richmond brand.
The campaign will run across social media and out-of-home advertising, aiming to deliver broad reach and reinforce Richmond’s position at the centre of everyday British mealtimes.
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