Richmond becomes the official teatime partner of the UK’s Channel 5

As part of a multi-million-pound marketing campaign, Richmond, the UK’s leading sausage brand, announces a significant milestone by becoming the official teatime partner of UK’s Channel 5. This initiative aims to strengthen the brand’s association with family moments and expand its market presence.

Strategic investment and brand growth

Richmond, a proud member of Pilgrim’s Europe, is investing £6.8 million in marketing and communication efforts to solidify its position in the market [1]. As the nation’s favorite sausage brand, with over £185 million in GB retail sales [2], the Company seeks to engage consumers and support retailers in driving sales.

“Good Times at Tea Times” campaign

This new and exclusive advertising project will run for seven months, from March until September 2025, featuring nine mini-ads aired daily during Channel 5’s prime teatime slot, between 5:50-8:30 pm. The campaign celebrates authentic family moments, showcasing six family members and their pet cat, with a focus on the ‘Good Times’ theme.

The ads will showcase the full Richmond product range, including pork, chicken, meat-free sausages, and its newly launched Extra Tasty range. The campaign is expected to reach 23 million consumers over the period.

Legacy and impactful campaigns

Throughout 2024, Richmond reinforced its position with impactful campaigns spanning TV, social media, OOH advertising, and VOD platforms. These efforts strengthened the brand’s awareness, which now stands at 93% [3] among the UK audience.

Chris Doe, Marketing Director at Pilgrim’s Europe, states: “Richmond has been a staple in UK households for over 134 years, bringing families together over great-tasting food. This partnership with Channel 5’s teatime moments in 2025 is an exciting first for the Richmond brand, allowing us to further embed Richmond into teatime moments and showcase our range to millions. We’re aiming to reach more than 23 million consumers, to not only build our strong brand equity and awareness but drive sales for retailers by converting and attracting new shoppers.”

[1] Circana Marketplace, U.K. Total Market, Chilled Sausages Including Meat Free (as defined by client) value sales for 52 w/e 24th December 2023

[2] Circana | Total Richmond & Total Richmond Extra Tasty Fresh | Total Richmond Frozen | Total Richmond Minis | Total Richmond Meat Free | MAT Value Sales and Volume Sales to 16th February 2025

[3] Kantar | Richmond Sausages Equity Results – Dip 1 2024