Bury Black Pudding: Inside the Factory
Founder profiling in The Grocer & Daily Mirror
200,000 influencer views
Brand Repositioning:
Bury Black Pudding Company turned a single BBC One television feature into a national brand-building campaign that expanded its audience far beyond traditional consumers.
By repositioning the brand within modern food culture, the campaign increased relevance among younger audiences, strengthened influencer advocacy and elevated the company’s profile across national media.
Bury Black Pudding Company is one of the UK’s best-known black pudding producers, looking to use a major BBC feature to expand awareness of both its products and its heritage story.
With national TV exposure creating a rare opportunity for mass attention, the business needed a PR campaign that could maximise the moment and keep the brand visible long after the programme aired.
The challenge was shifting perceptions of black pudding from a traditional breakfast ingredient to a versatile, high-quality food product relevant to modern consumers and food culture.
Our Strategy:
We created a targeted media and influencer campaign around the BBC feature, organising journalist tastings, national media outreach, influencer collaborations and founder profiling opportunities to build genuine advocacy for the products and the people behind the business.
Alongside product placement and expert commentary coverage, we positioned founder Debbie Pierce as an inspiring business leader through profiling features in titles including The Grocer, Daily Mirror and Insider Media, while carefully selected foodie influencers showcased the versatility of the products through original recipe content.
The campaign secured 10 pieces of coverage around Inside the Factory, 26 product placement features, seven expert comment opportunities, 30 influencer collaborations and standout social engagement including one influencer post generating more than 200,000 views.
