Make it happen Pizza giant Dr. Oetker asked Consumer PR Consultants, Brazen, to raise awareness of Chicago Town’s ‘The Takeaway’ pizza range with a stunt to win fame, hearts and minds.
What we did We hired a helicopter to fly in and deliver a freezer full of Chicago Town ‘The Takeaway’ pizzas to residents in Knoydart, a peninsular in Lochaber, Highland, on the west coast of Scotland – officially the UK’s most remote community!
Crucially, with only one small shop to serve its 120 residents, and cut off from the UK mainland road network with access only by boat or by foot, most residents in Knoydart had never enjoyed a takeaway meal.
So we set out to change all that! Creating a truly epic Brazen Live video production starring 1 plane journey, a 6 hour taxi ride, 2 ferries, a 560 mile round trip, 3 cameras, 1 helicopter, 1 freezer full of pizza and 40 hungry residents.
This content-rich stunt included a mix of engaging video, news and photography to drive national coverage and awareness around The Takeaway brand and prove that anyone, anywhere, can enjoy the real takeaway taste.
A teaser video featuring a small section of the helicopter flight was created for social media to generate intrigue before the media coverage hit. A one-minute stunt video was created as part of the content package to distribute to media and share on social media channels. And a full suite of stand-out photography was captured to issue to national picture desks.
And the results were phenomenal.
Screen time 14 pieces of national media coverage inc The Sun, The Mirror and Sky News; Media coverage reach of 129,082,510; Over 255K video views; Chicago Town social channels reach of 192K. Currently Shortlisted for CIPR NW Awards 2017 – Best Event.