A West Midlands family is set to make advertising history by becoming the first ordinary family to act as ambassadors for a UK food brand.
The Doodys, from Coseley in the Black Country, have been named the Face of Faggots' by Hibernia Foods' Mr Brains brand.
The faggot-loving clan made up of dad Fred, mum Janet and children Lewis, 12, and Grace, seven beat off competition from 80 other families in a search which concentrated on the brand's West Country and Midlands heartlands.
They will now embark on a year-long schedule of promotion for the pork, liver, onion and spice product. Activities will include appearances and sampling at supermarkets, new product development and a nationwide radio and TV tour.
They will also feature on PoS material and take part in activities based around National Faggot Week in January.
Janet, whose family will not be paid for any of the activities, said: "We're over the moon. We eat Mr Brains Faggots at least once a week and we love them. It will be an honour to represent them."
The search formed the focal point of a strategy aimed at re-energising the flagging 100 year-old brand, building awareness and encouraging trial among new consumers.
"We wanted to create an initiative that invited maximum involvement and interaction between the public and the brand," said Diane Walker, ready meals commercial director.
So far, the search has generated interest from camp TV presenter Graham Norton and a BBC documentary, as well as national press coverage.
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The Doodys, from Coseley in the Black Country, have been named the Face of Faggots' by Hibernia Foods' Mr Brains brand.
The faggot-loving clan made up of dad Fred, mum Janet and children Lewis, 12, and Grace, seven beat off competition from 80 other families in a search which concentrated on the brand's West Country and Midlands heartlands.
They will now embark on a year-long schedule of promotion for the pork, liver, onion and spice product. Activities will include appearances and sampling at supermarkets, new product development and a nationwide radio and TV tour.
They will also feature on PoS material and take part in activities based around National Faggot Week in January.
Janet, whose family will not be paid for any of the activities, said: "We're over the moon. We eat Mr Brains Faggots at least once a week and we love them. It will be an honour to represent them."
The search formed the focal point of a strategy aimed at re-energising the flagging 100 year-old brand, building awareness and encouraging trial among new consumers.
"We wanted to create an initiative that invited maximum involvement and interaction between the public and the brand," said Diane Walker, ready meals commercial director.
So far, the search has generated interest from camp TV presenter Graham Norton and a BBC documentary, as well as national press coverage.
{{MARKETING }}
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