The ‘Celebration of Forgotten Fare’ campaign for Fare of London

Fare of London is a quintessentially British caterer within the London market. A retained client of Mexia Communications since 2012, the company was looking for a creative way to celebrate the firm’s 25th anniversary year and raise the profile of Fare of London as a contract caterer that prides itself on quality food provenance with a focus on British produce.

The objectives for the campaign were to highlight Fare of London’s 25th anniversary and position the company as a contract caterer focused on local, quality, British produce amongst client and prospective venues. An additional aim for the campaign was to create a platform for communications to assist Fare of London’s client venues to attract conference and event organisers to their venues to experience heritage foods and build relationships.

The Result

Mexia created a twelve-month campaign concept which would help to showcase the organisations core values and ethos amongst both event buyers and potential venue clients.

We chose the forgotten foods theme as the key element in the campaign as this allowed us to highlight Fare of London’s core messaging of being a quintessentially British contract caterer who source local and artisan produce.

Throughout the campaign, Mexia centred the messaging around the forgotten foods theme across multiple communications channels including media, email marketing and social networking sites. Three forgotten food events were included as part of the campaign which saw over 400 event professionals, clients and prospects for Fare of London’s client venues attending.

Managing the Twitter account for Fare of London, Mexia introduced a hashtag of #HeritageFare to run throughout the duration of the campaign. The hashtag generated a Tweetreach of 185,737 impressions, 52,588 accounts reached over 9 days around the summer showcase events alone. The campaign also generated a 119% increase in Twitter followers for the @FareofLondon account. The Fare of London website also saw a 62% increase in web traffic during the campaign period (February-June) compared with the same period the previous year.

The Forgotten Fare campaign generated 38 separate pieces of media coverage across trade press with an estimated reach of 2.1 million throughout the 25th anniversary year of 2015. During the campaign, Fare of London also won a new contract which was secured by the company using the campaign as part of the pitch process. The securing of this contract alone, worth some £3m to Fare of London, represents a potential 319:1 or 31,815% return on investment in PR.

 

About the Client

Fare of London is a contract and event caterer with a focus on the London market. For more information, visit www.fareoflondon.co.uk.