Project Description

Uncle Joe’s Mint Balls

The Two-Billionth Mint Ball

Wigan based sweet manufacturer Uncle Joe’s Mint Balls briefed us to create and implement a PR strategy to support the production of its two-billionth mint ball – generating local, regional and national media coverage, both on and off line.

Souter PR used the significant milestone of the heritage brand – which was established in 1898 – to increase its profile in its North West heartland and across the UK.

Campaign components included a real time ‘countdown’ microsite that showed the exact date and time that the mint ball would roll off the production line.

Once it did, it was claimed by the Museum of Wigan Life, which hosted a special exhibition in its honour.

The story broke as an exclusive with the Wigan Evening Post and claimed the title’s front page. The campaign was then rolled out to regional newspapers and radio stations to generate preview coverage and building excitement ahead of the two-billionth mint ball being produced.

Results include multiple newspaper and broadcast hits nationally and regionally over a sustained two-week campaign period. These included Daily Mail, Daily Mirror, BBC Radio 2, North West Tonight and Granada TV – both of which sent camera crews to record the event as it happened.