A winning opportunity
Paul Ainsworth asked us to carry out a ten week campaign raising awareness of his participation in the BBC2 series Great British Menu.
With filming completed before broadcast, Paul knew his dessert had impressed the judges to win a place at the people's banquet and asked us to create a campaign raising awareness of his participation and create a lasting legacy.
Objectives
We implemented a 10 week cross-media campaign with the following objectives:
- Raise awareness of Paul’s participation.
- Increase viewing audience for South West heat.
- Increase bookings at Paul Ainsworth at Number 6, Padstow.
- Support two charities featured in the show.
- Grow followers on social media platforms to engage with viewers.
Strategy and tactics
We used the “street party” theme of the series to tie in with current events such as the Royal Wedding in a series of press releases, radio interviews and feature sell-ins, featuring the charities in campaign material.
We also regularly updated a new GBM page on Paul's website and promoted his involvement through email marketing and social media platforms.
Further outputs
We provided social media training and optimised Paul’s Trip advisor listings. Exclusive features in The Western Morning News and the Southampton Echo (Paul’s hometown) were set up.
Press images, a biography and press releases were made available on the Barefoot press centre, and we promoted a series of charity banquets in Padstow.
Results
The campaign generated 46 mins of radio airtime and 26 pieces of coverage worth £74,651. The SW heats were the second most watched region with 2.1 million viewers. The banquets raised £3,840 for the charities.
Email marketing had an open rate of 48%. Twitter followers increased by 124% and Facebook likes by 843%. Number 6 website received 29,211 visits and Trip Advisor reviews increased 300%.
Paul said:
“The campaign has been a fantastic success. I could not have wished for better service and help through one of the most intense times in my career. Throughout the 10 weeks Barefoot organised so much my feet did not touch the ground, which resulted in more people tuning in to support me and then coming to visit the restaurant. They are incredible at what they do and their organisation made things so easy for me.”
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