Richmond becomes the official teatime partner of Channel 5

• Part of a multi-million-pound marketing campaign to drive brand equity, awareness and association with family mealtime moments
• Builds on a strong 12 months for Richmond, the nation’s favourite sausage brand^[1], worth over £185m in GB retail sales^[2]
• Aims to reach 23 million consumers and support retailers in driving sales

Richmond, a proud part of Pilgrim’s Europe, has announced a significant investment in the brand’s future as it becomes the official teatime partner of Channel 5, with a new TV campaign “Good Times at Tea Times” airing exclusively on the channel.

The heritage brand is worth over £185m in GB retail² and is the nation’s favourite sausage brand¹. The latest campaign forms part of a £6.8 million investment in marketing and brand communications across a variety of channels and touchpoints.

Running from March until the end of September 2025, a series of nine mini-ads will air daily during the channel’s prime 5:50-8:30pm teatime slot, reinforcing Richmond’s role at the heart of UK family mealtimes.

Each ad will focus on the same six family members (plus their pet cat), embracing Richmond’s “Good Times” brand ethos by celebrating authentic, relatable meal occasions. The ads will showcase Richmond’s diverse portfolio of products, including pork, chicken, meat free sausages as well as its newly launched Extra Tasty range.

The campaign aims to reach 23 million consumers over the seven-month period, and help retailers drive sales.

The exclusive partnership follows on from the continued success of Richmond’s ‘Good Times’ Masterbrand campaign throughout 2024. These impactful marketing campaigns, spanning TV, social, OOH and VOD, have helped build its strong brand equity and awareness, which is currently sitting at 93%^[3].

Chris Doe, Marketing Director at Pilgrim’s Europe, said: “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.”