In the US, Frank’s RedHot® is the king of chicken wings and our challenge was to own this space in the UK too. So we joined forces with the UK’s only Chicken Wing Festival, London Wing Fest. A full on celebration of chicken wings, the festival is attended by over 2,500 of our core audience; young, cool and urban males. The aim here was to use the partnership to drive brand trial and awareness.
As the exclusive food sponsor, we secured a huge brand presence across the event by sponsoring eating contests and sampling festival goers. To extend the reach of the partnership and secure coverage in target media titles, we hosted an exclusive preview event for key media at Randy’s Wing Bar, Hackney Wick.
The press support generated a total reach of 30m including coverage results in Buzzfeed, Guardian, Olive magazine, TimeOut London and Hello Online, along with social media interactions from Sunday Brunch, Londonist, and leading London bloggers.
The supporting social media generated a total reach of 748,000 and 163% more Twitter engagement, than the weekly average, during the week of the preview event.
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‘Love your freezer’; working with foodie influencers
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