Creo Communications, based in the Sunderland Software Centre, began working with the online meat retailer in March, and is promoting the Great British Meat Company’s award-winning goods to new markets…as well as playing a key role in a bovine reality TV show that took the Internet by storm.
Creo owner, Louise Robinson, and Bryn Littleton, account director, have collectively been vegetarian for more than 35 years, but jumped at the chance to tackle PR for online reality TV heifers “The Cowdashians”.
Keeping up with the Cowdashian’s gave human counterparts, the Kardashian’s, a run for their fame when the campaign ended up a global viral smash, in April. The Northumberland bovine beauties sparked the interest of print, online and broadcast media across the UK, as well as appearing in Ghana, New York and Australia to name just a few places.
The video can be viewed here: http://www.cowdashians.co.uk/
Created to promote the Great British Meat Company’s use of regionally-sourced, responsibly farmed, produce, the show was a hit across all social media channels, with Twitter and Facebook users labelling it “hilarious” and “the best thing ever”.
Sam Wass, Director of the Great British Meat Company, said: “The Cowdashians has been an enormous success and we love working with Creo to create innovative, exciting and fun campaign ideas.
“There is something beautiful about our campaign being delivered by a team of veggies, but what they lack in protein they make up for in professionalism. The team’s vegetarianism certainly didn’t restrict creativity. In spite of their own personal tastes, they genuinely recognise that we’re selling a fantastic product, which was the most important thing to us.”
Louise said that the work is an exciting addition to the company’s portfolio.
She said: “We’re delighted to be working with the Great British Meat Company, a fantastic, award-winning North East success story.
“The Cowdashians captured the imagination of a global audience and it highlighted an important issue – we want to spread the word about grass-fed cattle and the high-quality of regional meat on offer. GMBC is a firm believer that good farmers produce good meat and pride themselves on their products. Despite being a meat-free office, we use all our contacts, knowledge and experience to help them reach new markets and ensure their campaigns are a huge success.
“The company’s produce is fantastic quality – and perhaps more importantly, the meat can be traced back to the field where it was reared, which makes it a really ethical choice for consumers, something we really got behind.”
Creo account director, Bryn Littleton, a vegetarian for 21 years, added: “Sam has an eye for a marketing opportunity, but none of us could have predicted how well the Cowdashians would be received. We’re already working on the second episode as well as an exciting new project that will bring the consumer even closer to the meat they are buying.
“It may seem like an ethical dilemma for veggies to help promote a butcher, but the responsible sourcing of produce, excellent rearing of animals and sustainable approach adopted by GBMC means they are real leaders in their field – pun definitely intended.”
Creo Communications works with clients across the North East, providing marketing, PR, creative, digital, social media, events and media buying services.
For more information, contact the team on 0191 562 3134, or email email@example.com