Judges praised Pier for a good entry with a clear strategy which achieved impressive results.
The campaign’s central message was to promote the importance of shopping locally and to increase sales of Sourced Locally products in East of England Co-op stores. This in turn helps to bring additional money into the local economy, creating and safeguarding local jobs, whilst reducing food miles.
Kate Bowden Smith, managing director at Pier, said: “This is a fantastic result for the team. ‘Sourced Locally Fortnight’ shines a spotlight on local farmers and producers to encourage more shoppers to consciously buy local produce. The PR campaign put local produce centre stage and we’re delighted to have won this award.”
CIPR Pride Award Judges were impressed with the quality and scale of media reach of the campaign which included substantial national as well as regional coverage. The judges commented: “The tactics were well planned and delivered with effective use of research and calendar dates to create media interest. The evaluation and measurement included evidence of the campaign’s direct impact on sales as well as coverage achieved.”
Pier also reached the finals with six other shortlists, including Outstanding Agency of the Year.
The region’s top talent in public relations were announced on 28th September 2017 at the CIPR Anglia Thames & Chiltern PRide Awards at The Guildhall, Cambridge.
Pier was set up in 2008 to offer superb strategic consultancy, inspired creative solutions and original PR and marketing campaigns that meet and exceed client’s expectations. Clients include East of England Co-op, ScottishPower Renewables, Kerry Foods and Fenn Wright.