PR | Social Media
A meaty PR brief from The Mad Butcher
The Mad Butcher enlisted the support of Content Soup in 2024 to help the new gourmet meat snacking brand infiltrate more UK supermarkets, convenience stores, independents and pubs with its higher quality Chilli Pork Snacks and Classic Pork Salami Snacks.
These premium, traditionally produced meat snacks are ideal for on-the-go snacking and social moments around a charcuterie board, as well as protein-rich lunch options, summer picnics, and to have with a nice cold pint!
The brand is part of Sigma Alimentos, a global food business and the largest producer of charcuterie in Europe. Our remit is to help make The Mad Butcher THE premium meat snacking brand in the UK, challenging those long-standing market leaders, Peperami and Fridge Raiders.
Sigma is on a mission to grow The Mad Butcher business within the retail market, further tapping into the growing UK trend for meat snacking. The category has grown 38% since 2020 and is on track to be worth £454m by 2027.
– Consumer and trade media relations
– Brand-in-hand product sampling
– Social media, paid and organic
– Awards
– Influencer partnerships
– Senior leadership profiling
– Transform Mad Butcher’s social media presence and set up TikTok
– Regular news stories and feature placement in trade titles
– Thought leadership pieces on the growth of the meat snacking category
– Product placement in consumer titles
– Always-on influencer strategy
– Strategic corporate PR piece around Sigma (‘the biggest food company no-one’s ever heard of here’).
– Enter awards to build credibility for the new brand and product range
– Product sampling at Freshers Fairs, food shows, and at sporting events.
– Mad Butcher achieved nationwide listings in Sainsbury’s and Spar in 2025, with more in the pipeline
– So successful that the brand is now rolling out a new Bites product, launching summer 2025
– Won a gold Great British Food Award in the charcuterie category in November 2024
– Achieved a glowing product recommendation from top Michelin starred chef, Theo Randall
– Worked with 100+ social media influencers, micro to macro, to promote the products online. Reached over 400,000 followers and achieved over 16,000 engagements in the first six months alone
– Changed the whole look and feel of Mad Butcher’s social media channels with more engaging UGC, adding thousands of followers and tripling page views in less than three months
– Consistent presence in trade magazines like The Grocer, Grocery Trader and Convenience Store, month in, month out
– Double page spread interview in Meat Management magazine about the booming meat snacking market, with MD Newby Groves
– Consumer-focused coverage in national and regional media, including BBC Good Food, Bella, and Speciality Food Magazine
– Secured business success stories in key regional press, including the Yorkshire Post and thebusinessdesk.com.