Case Study: Running Cock — A Playful Digital Activation Fueling Meat-Free Curiosity
Client: Cock & Bull
Partner Agencies: Campaign Games, PamLloyd PR (Marketing & Comms), Webselect limited
Sector: Food Innovation / Plant-Based FMCG
Brief
Cock & Bull, a challenger brand redefining the great British meat pie, without the meat, approached PamLloydPR with a bold idea:
Create an engaging, irreverent, digital-first brand activation to win a year’s pies, that matched their tone and mission while capturing real consumer attention.
The result? “Running Cock” — a fast-paced, mobile-friendly, fully branded, animated web game that invites consumers to play, laugh, and learn more about the product at the heart of the Cock & Bull story.
Objectives
Raise awareness of Cock & Bull’s bold mission: reinventing traditional meat pies for a modern market
- Drive engagement and repeat brand impressions among digitally-native consumers
- Collect GDPR-compliant first-party data (emails, preferences, Age)
- Equip PamLloyd PR with deeper data to deliver targeted email and content marketing
- Bring the “Cock & Bull” brand personality to life — witty, direct, and full of purpose
The Activation
We designed and built a branded custom, mobile-first game called Running Cock, featuring:
- A fully animated, side-scrolling Cock in a race to dodge clichés and chase plant-based power
- Responsive gameplay experience across mobile and desktop
- Integration of on-brand humour, graphics, sound, and personality
- Data capture gateway to win a years worth of pies
- Incentives for high scores and sharing among friends
- Flexible for integration on Cock & Bull’s site and in campaigns led by PamLloyd PR
Results & Engagement
- 5,000+ game sessions
- 42% email opt-in rate, with fully GDPR-compliant data passed directly to PamLloyd PR for remarketing
- Over 1,800 unique users engaged through organic sharing and brand promotions
- Average time on game page: 2.8 minutes — significantly above standard site average
- Increase in direct traffic and brand search terms during activation window
Strategic Impact
This isn’t just a quirky digital toy — it’s a brand-led content experience that’s:
- Creating real-world marketing value
- Offering insight into early adopter behaviour
- Building an opted-in audience for deeper storytelling
With PamLloyd PR driving narrative and re-marketing activity, the Running Cock activation is turning one-off attention into brand momentum.
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