West Cornwall Pasty Company. The Stuff of Legends Social Campaign
Linney was commissioned by the West Cornwall Pasty Company to build a social first campaign that would establish the brand as the producer of the most beloved and authentic Cornish Pasty in the UK.
A Linney film and photography team ventured south to Cornwall to meet with award-winning chef James Strawbridge, who shared captivating tales of exciting local legends, from pirates and mermaids to superstitious miners who made offerings to the Knockers, a group of mischievous creatures believed to dwell within the Cornish mines. The films set out to explore the unbreakable connection between Cornwall and the Stuff of Legend – the people, the myths, the land, and of course, the pasty.
Over a span of two days, the crew recorded content across twelve different locations, from the hidden depths of the mines to the imposing heights of Roche Rock, and eventually out to sea. At Mousehole harbour in Penzance, the team was joined by a group of locals who kindly agreed to take part in the shooting. On the final evening, the Mousehole Male Voice choir invited the Linney team to their traditionally closed rehearsal session, where they were able to record a breath-taking performance that went on to form an integral part of the film’s score.
With time of the essence, all shots were centrally framed to ensure compatibility across all main platform ratios in one shot set up. The content that was captured generated over a year’s worth of film and static content: from the initial fame-builder film to short stories, distinctive seasonal cues, reactive content and even some ASMR that captures the tranquil sounds of the Cornish coast. Additional photography assets provided content for national newspaper coverage and a geotargeted out-of-home (OOH) campaign. Using the hashtag #StuffOfLegend, the campaign gained significant traction, accumulating 68.2 million views, and reaching around 21 million people so far.