Binghams: Like and share and share alike (the importance of engaging your audience)

Last week was British Sandwich Week, and the team here at Brilliant ran a special campaign for our client, Binghams Potted Meats & Spreads.

The Binghams social community is seriously dedicated to the potted beef cause, being one of the most engaged social audiences we have and a true pleasure to chat with on a daily basis. So it was time to give back and ask the Binghams fans – or ‘Beefies’, to use the correct terminology – to nominate a group of hardworking folk who deserved a bit of appreciation from their favourite purveyors of potted meats. The winning group would receive a Yorkshire Afternoon Tea, put together by Binghams with kind contributions from other great Yorkshire brands – Yorkshire Tea, Yorkshire Crisps, Jacksons Bread and Grandma Wild’s.

…and what a response!

We were overwhelmed by the number of nominations, so much so that we ended up choosing not one but seven winning groups.

From the perspective of social media, this is a true testament to the merits of building a truly engaged and active community, rather than merely aiming for the highest number of page likes. It also serves to illustrate how ‘paying it forward’ can really capture the heart and imagination of the public en masse.

Binghams managing director, Peter Moon told us, “The whole event exceeded my expectations. The appreciation from the recipients made it so worthwhile. I still can’t believe that a video of me making a sandwich has hit 2.5k views!”

Thanks to all those who nominated and to the great Yorkshire businesses that contributed. Here’s a full list of our worthy winners.

Happy Hare, Sheffield (Sewing & fabric shop and social enterprise, nominated by Anne Defries)

The Archer Project, Sheffield (Charity setup to assist the homeless. Nominated by Christine McCloskey)

Radiology Department at Sheffield Children’s Hospital (Nominated by Angela Bates)

The team at Leeming Bar Grange residential home (Nominated by Haydon Cooper)

The staff at Ripon-based fruit and veg wholesaler, KE Bland (Nominated by Diane Ward)

The team at the Greenlea Suite at Huddersfield Royal Infirmary (Nominated by Rachel Kaye)

The staff at Machenair in Ossett (Nominated by John Harrison)