Kerry Foods-owned Richmond, best known for its sausages, is introducing the strapline “As nature intended”, to support its new cooked ham variant in a marketing campaign that will focus on the brand’s natural ingredients.
The campaign will launch on June 4 and centre on a TV ad created by Quiet Storm. It will be accompanied by outdoor advertising.
The ad features a young male farmer strolling naked through a rural village, while enjoying a Richmond Ham sandwich. The farmer proclaims the benefits of natural ingredients, and the ad is set to the Sammy Davis Jr song, ‘I’ve gotta be me’.
Claire Winstanley, marketing director, meats, at Kerry Foods, the maker of Richmond Sausages, claims the new product is “game-changing for the ham market.”
In addition to the TV ad, the campaign will feature a sampling campaign running across Asda and Tesco stores throughout the summer.
The sampling will include farmer-themed sampling bars and stands, which will offer shoppers the chance to try the cooked ham.
Kerry Foods launched its Richmond brand into the cooked ham category in the UK in May.
The Irish food manufacturer claims the product is the UK’s first cooked ham made with 100% natural ingredients.
I think your advert regarding Richmond Ham is in very bad taste. How far do people want to push the boundaries regarding advertising. Its got nothing to do with wanting to buy ham but more about naked people prancing about. Its very offensive to me and I certainly will not buy anything to do with Richmond. What happened to adverts like the dog advertising sausages, very appealing but not this latest one. Go back to the drawing board and try something else and please do not show the latest advert its awful.
Regards
Anne Evans
Well Anne Evans is clearly a sexually stunted prude. If the sight of the naked form offends you then you’re honestly a rubbish human being. People aren’t born with clothes, they acquire clothes from social influences; media, parents, etc. It’s natural. Which is why they’ve used it – to just show that their ham is also 100% natural. The advert is harmless. It doesn’t discriminate. It isn’t prejudice. It doesn’t include violence, or sexual activity. Lighten up Anne; it’ll get you nowhere if you get offended by a bare arse on telly. Need something to fill your time? Try finger knitting.
Thanks for your comments – appreciated