Submitted by Full Volume

Bury Black Pudding Inside the Factory Media and Influencer Campaign

Influencer Marketing

Full Volume ran a media and influencer campaign for Bury Black Pudding Company around its BBC One Inside the Factory feature, with one influencer post generating more than 200K views.

200KInfluencer Post Views
10Coverage Pieces

Case in 60 seconds

Bury Black Pudding Company had a BBC One feature on Inside the Factory but needed attention that lasted beyond the broadcast, while black pudding was still seen as a traditional breakfast ingredient rather than a modern food product.

Full Volume treated the broadcast as a source of stories rather than a single moment, because the page frames the task as keeping the brand visible after airing and changing how modern consumers see black pudding.

The organising thesis was to turn one BBC One feature into a national brand-building campaign, repositioning black pudding within modern food culture rather than leaving it as a breakfast staple.

Full Volume organised journalist tastings and national media outreach, profiled founder Debbie Pierce in The Grocer, Daily Mirror and Insider Media, and worked with selected foodie influencers who created original recipe content showing the versatility of the products.

Full Volume reports 10 pieces of coverage around Inside the Factory, 26 product placement features, seven expert comment opportunities and 30 influencer collaborations, with one influencer post generating more than 200,000 views.

Strategy Breakdown

Modern consumers and younger audiences beyond the traditional black pudding buyer, reached through national media, food culture and foodie influencers.
Black pudding sat in the traditional breakfast slot, so the work had to make it relevant to modern consumers and food culture rather than rely on its existing buyers.
The brand brought a heritage story and a founder, Debbie Pierce, so the agency placed both in the press alongside the products rather than leading on the products alone.

Creative & Execution System

Partners

  • Full Volume

Results & Evidence

MetricValue
Influencer Post Views200K views
Coverage Pieces10 pieces of coverage
Product Placements26 product placement features
Influencer Collabs30 influencer collaborations

Why Full Volume's strategy worked

  1. 1

    A single broadcast feature can carry a longer campaign when it is split into separate press, founder and creator stories, because each strand reaches a different audience after the programme airs.

  2. 2

    Recipe content from food influencers moves a traditional product towards everyday use, because it shows versatility in practice rather than asserting it in a press release.

  3. 3

    Founder profiling in trade and national titles gives a heritage brand a human face, so coverage builds interest in the people behind the business as well as the product.

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