Yummy Yorkshire
Cow-paign

The brief

To get Yummy Yorkshire voted as the region’s ‘Local Food Hero’ in the Yorkshire Post’s deliciouslyorkshire awards

Our approach

Following the news one evening that Yummy Yorkshire had been shortlisted in the ‘Local Food Hero’ category of the Yorkshire Post’s deliciouslyorkshire 2014 awards we quickly put our creative heads together to ensure that Yummy Yorkshire was chosen over 50 other businesses in the public vote/

We came up with a concept that would see Yummy Yorkshire’s mascot, Camilla the cow, take centre stage in a campaign to encourage votes from the ice cream parlour’s customers. Actioning the idea within 24 hours, we created some ‘election cow-paign’ artwork and copy which was implemented across various mediums including an outdoor banner, posters, leaflets, eshots and via social media to create a real buzz for Yummy Yorkshire. Camilla the Cow was seen ‘suited and booted’, wearing a rosette in her own ‘election campaign’ to win votes for the brand.

We also issued a press release about Yummy Yorkshire’s shortlisting to local media.

With puns like ‘don’t vote for the udders, vote for us!’ and ‘thank you dairy much’, the striking artwork urged people to vote, with a winning voter being selected to receive free ice cream sundaes for the whole family.

The Results

Yummy Yorkshire secured their place as the 2014 Local Food Hero, beating other regional food producers by 20%.

With an overall total of 1694 votes, received 327 votes (beating runners up, Yorebridge House by 47 votes), which bagged them the award. The team was delighted to be recognised in the Yorkshire-wide food and drink awards scheme.

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