Saatchi & Saatchi London and Richmond Sausages have launched a nationwide “Sausages & Chip” campaign, which continues Richmond’s signature family focus with a brand positioning that centres on the extreme lengths to which parents will go in order to bond with their children and draws on the emotional ties between children and their toys. Together, Richmond and Saatchi London have developed (with technology partner Amigo Partnership) an innovative toy-tracking microchip that can be attached to toys to enable their whereabouts using an app that can be downloaded to a parent’s phone. If only Andy had one of these babies planted in Woody and Buzz then the whole fiasco that was the first Toy Story movie could have been completely avoided!
Richmond Sausages & Chip – how to use your toy tracking Chip
The Bluetooth tracking device will be available through on-pack giveaways, offering lucky winners the chance to win one of 200,000 chips. The accompanying campaign TV ad (below) from production company Stink, follows the real story of the Wright family and their five-year daughter Emily whose love for her Teddy visibly enhances not only her life, but family life as a whole. When Teddy goes missing and her world falls apart, it’s the Richmond toy-tracking chip that brings the family back together. The work also includes a series of emotionally charged short documentary films, in which Richmond explores three other real life families whose own personal stories demonstrate the unbreakable bonds and large-than-life roles their children’s toys have played in their children’s lives and also in their own.
Richmond Sausages & Chip – Emily and Teddy
The accompanying app, uses a range of technology to help reunite children with their lost toy. By combining low power Bluetooth, sound and a phone’s GPS, it makes losing teddy almost impossible. The Bluetooth signal and speaker helps locate teddy when it’s nearby, letting parents know when it is in the next-door room or within arm’s reach. When teddy gets left behind on a day out, the app uses a phone’s GPS to help record its location, using the GPS coordinates of where it last received a Bluetooth signal so parents know where to return to look for teddy even 1000 miles away.
Richmond Sausages & Chip – Ava and Bobbit
Alongside the app, the chip itself and the film, the £3 million through the line campaign encompasses a 30 second cut down and additional edits as part of a multi-layered social campaign retargeting consumers across Twitter, Pinterest and Facebook. The full length spot ran over the weekend during The X Factor, and a 30 second cut down of the advert will now continue to run throughout December and January to support the campaign across live TV, cinema, broadcaster VOD, online video and on-pack. Video content from the campaign will be further shared across Facebook, Twitter and YouTube. Media for the campaign will be handled by Vizeum.
Richmond Sausages & Chip – Toby and Blue Bear
Richard Huntington, chief strategy officer at Saatchi & Saatchi London, said “It’s every parent’s nightmare: the words ‘where’s blanky/bear/la la/bobbit’ followed by the realisation that they are somewhere between gran’s house and the services on the M6. Solving a crisis like this is a perfect role for Richmond, a brand built on bringing every member of the family together.” Sarah Davies, senior brand manager for Richmond, added: “Sausages & Chip will be our biggest campaign of the year, and comes at a key sales period when sausages are a meal-time favourite for families, and an essential Christmas dinner ingredient.”