Storm client, Proper Cornish, has been recognised with the accolade of ‘Best Supplier’ at the Chartwell’s Supplier Summit 2015. The award comes as a result of the company’s Pasty Society activity devised and implemented by Storm Communications to support this customer listing by driving awareness and sales within the tough to reach student demographic.
The campaign saw Proper Cornish the UK’s leading handmade Cornish pasty manufacturer teamed up with the world’s largest foodservice provider to launch a new range of handmade Cornish pasties, sausage rolls and savoury slices. The launch was also supported with a robust experiential marketing campaign targeted to drive brand awareness and trial. The brand toured universities across the country including Middlesex, Surrey, Oxford Brooks and East London Universities, giving away hundreds of free samples of hot freshly baked pasties, engaging with thousands of pasty-lovers and securing over 500 competition entries.
With 33% of students saying they spend over 20 hours a week online while at university, a key part of the campaign was driving social media engagement. With a striking background design, a beach style face-in-the-hole picture board at the university venues encouraged students to look on The Pasty Society bespoke Facebook and Twitter pages where they were tagged in their pictures. Additionally, The Pasty Society ran competitions on Twitter and Facebook for exciting prizes such as Finlux Tablets. As a result, Pasty Society Twitter followers hit 1,228 in just four months and Facebook competitions reached over 25,000 accounts.
Additionally to raising awareness within a key customer demographic, the campaign saw a direct impact on sales, with one university reporting a 100% sales increase of items from the Proper Cornish product range on the day of the event. As a result, numerous catering managers at the participating universities have now also increased their stock levels and taken on a wider variety of Proper Cornish products.
 The Guardian, 2013