Case Study: Fray Bentos boosts sales and sentiment with Democracy PR

Fray Bentos boosts sales 43% with Democracy PR

The customer, Fray Bentos, faced the challenge of re-engaging former customers and introducing its pies to a new audience after recipe changes led to declining sales. During a cost of living crisis, the brand needed to convince cost-conscious consumers that its higher-quality pies were worth the price. They partnered with the vendor Democracy PR to address this.

Democracy PR implemented a campaign centered on a tongue-in-cheek 'Humble Pie' message to acknowledge the brand's past recipe mistakes. The strategy involved partnering with key media titles and targeting radio stations during British Pie Week. The campaign reached 26.5 million customers and successfully increased positive sentiment by 31%. This effort contributed to a 43% year-on-year sales increase for Fray Bentos off the back of British Pie Week.

Fray Bentos