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Democracy launches student campaign for Cranks and All About Food


Students are being offered a chance to get their sandwich on the shop shelves as part of a new campaign devised by Democracy PR.

The Manchester agency has come up with the Apprentice-style competition on behalf of its client, All About Food.

The Cranks Great Student Sandwich promotion will run in 10 universities and students will be asked to come up with a brand new sandwich product.

Individual students or teams are being encouraged to submit designs; focus group feedback; market theory behind the recipe; and a promotional strategy. They’ll then enter a competitive pitch process, with the winning sandwich going into production.

“We’re engaging students, typically some of the hardest consumers to reach, with a series of online and offline tactics, creating a network of ambassadors to seed the campaign and encourage sign up. The campaign is already off to a great start with more than 25 teams signed up to compete,” stated Jennifer O’Grady, founder of Democracy.

Cranks, which is owned by All About Food, is also offering students a paid position to establish the brand in universities.

“Democracy devised a plan that would get students talking about the range, drive brand awareness and ultimately sales,” added Karen Wilson, marketing manager for All About Food.

“The activity tactically targets students with an energetic campaign that will not only boost brand awareness in our target market but will demonstrate tangible results that will impact our bottom line.”

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