This Sunday, May 5th, has been designated “Sausage Day” in Ireland and a major campaign by sausage brands like Mallon’s, Hafner’s, Olhausen’s and Kearns will kick off on Dublin’s Luas network.
Planned by Initiative and PML, the ‘Celebrate the Sausage’ campaign have announced that Sunday 5th May is Sausage Day in Ireland. To publicise , a campaign to ‘Celebrate the Sausage’, planned by Initiative and PML, has been unveiled on columns across the Luas network.
As part of the promotion called ‘Celebrate the Sausage’ commuters will be invited to vote for their favourite of four quirky new sausages. The suggested flavours are Baked Bean, Cheese and Onion, Chocolate and marshmallow and Pepperoni Pizza.
Entrants using smartphones will be able to participate by scanning a QR code on the posters, and encouraged with a competition offering a prize of brunch in New York. As an added incentive the winning sausage will go in to production.
The centre-piece of the activity is a wrapped column on Stephens Green incorporating a giant special build sausage pierced by a fork.
Kathy Boles, Sales and Marketing Manager Arthur Mallon Foods, comments: “We loved the idea of a giant sausage in a high traffic location. Sausages are tasty and fun and we think the installation will create great standout and give people a reason to smile. We hope that it will be a talking point especially for younger, harder to reach consumers. Timing is important too… brighter days and longer evenings mean more people are out and about. After day one, 6,000 people had seen it online so we are off to a sizzling start.”
Keith Brennan, Account Manager in PML continues: “Combining OOH with call to action mobile is a great way to utilise both media and this campaign accentuates that further with a huge incentive and special build to attract the attention of the connected consumer.”
