Pilgrim's rustles up veggie bangers blitz in Joint debut

Pilgrim’s Europe, the company behind Richmond sausages and Fridge Raiders, is launching a major push behind its new Veggie Tasty bangers, marking the first work by agency Joint since it was appointed to the advertising account in July last year.

Joint was briefed to drive awareness and trial of the new line, which landed in supermarkets in late December.

Amid growing demand for more natural vegetable-based products, the campaign aims to position Richmond Veggie Tasty sausages as a simpler option in the plant-based aisle – offering vegetable goodness, while delivering Richmond texture and flavour.

The creative, which features out of home and social media executions, aims to celebrate the brand as a down-to-earth mealtime favourite – hailing the simplicity of Veggie Tasty, packed with the veg the nation loves.

OOH uses playful headlines, unpretentious language and bold imagery, while the TikTok-first social brings the ingredients of Veggie Tasty to life, through animated talking vegetables.

The campaign launches this week and will run until the end of Febraury across DOOH, POS and social channels, including Meta and TikTok, in 5 and 10-second social assets.

Pilgrim’s Europe UK marketing and innovation director Chris Doe said: “This marks an important step for the Richmond brand. It launches our new Veggie Tasty NPD platform in a bold, disruptive way, while staying true to what consumers know and love about Richmond.

“Pre-testing results were strong, and I’m confident this multi-touchpoint campaign will drive awareness and trial, while ensuring Richmond fuels category growth within plant-based. It’s a clear signal of our ambition for creative at Pilgrim’s Europe going forward.”

Joint chief creative officer Algy Sharman added: “Richmond is a heart of the nation brand, so it’s only right that their Veggie Tasty sausages include heart of the nation veg. These ads are simple, fun and the writing is charming.”