How we created a super-hero for iconic tinned meat brand PEK and won on social media

Make it happen Devise a PR & Social Media strategy to inject personality into Britain’s oldest, most iconic chopped pork brand, PEK – devising a new tone of voice, building on the heritage of the brand and talking about the versatility of how it can be eaten.

What we did We created a combined Food PR and Social Media approach to help breathe new life into the PEK brand.

Our Food PR strategy focuses on trade media titles in order to strengthen relationships with retailers and store visits, while the Social Media strategy focuses on building the brand with long term customer engagement in mind.

We launched Facebook and Twitter pages talking to everyday men and women who love going to the pub, sports, eating and drinking, family and seeing the lighter side of life.

And to bring real, unique personality to the brand, we created PEK Man, the ultimate tinned pork superhero and people’s champion, and brought him to life in his very own series of videos.

So far PEK Man has taken part in the Great North Run, set up his own Tinder profile, met a girlfriend and got engaged this year – plus he’s launched a campaign to be the next England football team manager, created his own series of cookery videos and visited various supermarkets across the UK!

Screen time Amazing engagement with loyal PEK fans who’ve fallen in love with our dedicated PEK Facebook page and PEK Man Twitter page, helping notch up 30K views per video; 90K Facebook fans with 2.7% engagement rate (Industry average is 1%); 6K Twitter followers with 2% engagement rate (Industry average is 1%); 1.3M social reach; Coverage in all key trade titles and relevant food features.