Creative,
Food & Drink,
Social

Rule The Roost Roadshow

The Moy Park brand is about fun and family. Our ambition was to bring these qualities to life, placing the brand at the centre of the meal time occasion and in doing so deepening brand-consumer engagement. But how would we achieve this?

The Moy Park brand is about fun and family. Our ambition was to bring these qualities to life, placing the brand at the centre of the meal time occasion and in doing so deepening brand-consumer engagement. But how would we achieve this? We needed to look back, to move forward. Previously, Moy Park held sponsorship in the Republic of Ireland of Ant & Dec's Saturday Night takeaway. Brand Tracker data pointed to favourable indicators of the association; hence this agreement looked set to continue, until unfortunately the partnership ended. Where would we go from here? We knew we were onto something, consumers liked our tone, our personality, all we were missing was the vehicle of a Saturday night, light entertainment show…

The answer was clear - we make our own show.Enter Moy Park's Rule the Roost Roadshow, an entertainment show aired exclusively on Facebook, we travelled the length and breadth of the country, taking over family homes, pitting members against each other to see who would be crowned Ruler of the Roost. Think Bullseye, Fun House and Finders Keepers all rolled into one. Fronted by Irish TV and radio personalities Mairead Ronan and Hector O' hEochagain with the assistance of scorekeeper 'Moy P', families battled it out in their own homes in epic challenges 'Poultry in Motion', 'Pot Cluck' and 'Dip Your Nuggets' and many more.

Enter Moy Park's Rule the Roost Roadshow, an entertainment show aired exclusively on Facebook, we travelled the length and breadth of the country, taking over family homes, pitting members against each other to see who would be crowned Ruler of the Roost. Think Bullseye, Fun House and Finders Keepers all rolled into one. Fronted by Irish TV and radio personalities Mairead Ronan and Hector O' hEochagain with the assistance of scorekeeper 'Moy P', families battled it out in their own homes in epic challenges 'Poultry in Motion', 'Pot Cluck' and 'Dip Your Nuggets' and many more.

To deepen engagement and raise awareness outside of the branded content, the activity was supported via radio partnerships with Today FM & Cool FM where we leveraged the show format and recreated some of our games live on air, as a means to entice listeners to get onto Moy Park's Facebook page to view the content. In addition the activity was supported with sampling activation with the Roadshow visiting multiple locations that coincided with our show air dates, generating further awareness for our social gameshow.

Sound a little bit leftfield? Maybe. Entertaining? Definitely? Did it work? Absolutely. The activity exceeded campaign KPIs amassing over 1.5million views with sales uplift evidenced in each sampling location.

If you missed out, don't worry you can catch up on all the fun over at Moy Park's Facebook Page.