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Richmond is investing £1.1m in a new 360-degree marketing campaign to drive awareness and trial of its Meat-Free range.

The campaign is currently running across 921 billboards and digital screens across the nation, as well as VOD, TikTok, Instagram and Facebook. The campaign, which showcases the taste and texture of Richmond’s Meat-Free range, paves the way for the launch of the brand’s new and improved Meat-Free Mince recipe.

Leveraging the trust and popularity of the Richmond brand, the campaign looks to reassure shoppers trying meat-free for the first time, telling shoppers to “Relax, it’s Richmond.” The campaign is built on the insight that consumers want to make the switch from meat but are not confident meat-free products will taste as good as their meaty counterparts. To challenge this perception, Richmond is putting imagery of family favourites front and centre, providing shoppers with inspiration and confidence to switch to meat-free options when cooking their favourite family meal

Chris Doe, marketing controller at Pilgrim’s Food Masters, said: “We’re putting our Meat-Free range centre stage for this fully integrated 360-degree campaign, because we truly believe that the products taste fantastic and because we know that Richmond plays a crucial role in recruiting customers into the category. The significant investment in this food-first campaign is evidence of our belief in the range; we want to encourage even more shoppers to try meat-free this year and trust that it can taste great!”