Prior Communications has been an instrumental part in making Pancake Tuesday synonymous with the annual fundraising occasion of National Pancake Day in support of the National Children's Hospital.
Prior devised promotional activities across a wide range of media. Each activity was aimed at reflecting the brand personality. The annual PR campaign combined a mix of print promotion and consumer competition, media relations, guerrilla marketing, on-street activity and digital / social media.
The Odlums brand has enjoyed being associated with this important event which is very much in sync with the core brand values (family, fun, caring) and the effort has consistently raised in the neighbourhood of €75,000 annually with hundreds of Pancake Parties taking place in homes, schools, offices and colleges around the country each year.
The combined media coverage for the campaign averaged €175,000.