Peter’s football strategy gives fans much to sing about

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Peter’s has announced its second major football sponsorship in as many weeks, declaring that their ongoing strategy to be the football pie company is ‘ahead of schedule’.

Neil Court-Johnston, MD of Peter's Foodservice

Neil Court-Johnston, MD of Peter's Foodservice

We want Peter’s pies to be available in as many grounds as possible with fans as happy as they can be - and we’re getting there fast.

The latest deal, which sees the pies and pasties baker team up with the leading viral football website, Fan Chants, is the next step to engage with ‘real fans’.

Peter’s Food Services MD, Neil Court-Johnston, explains:

“Fan Chants is growing amazingly quickly. It receives almost 2 million hits a year and has collated over 12,000 chants from the 92 English Football League Clubs. Anyone can write, record and upload a chant from their mobile phone directly onto the website, and now each will be awarded a Peter’s Pie Rating with the chance to win great prizes and sample the goods!"

Peter’s has rapidly developed as a market leader in sports stadia and recently declared a ‘super 70’ target of professional clubs.

In recent weeks, they have become a sponsor of Masters Football, which is covered exclusively on Sky Sports and teamed up with award-winning celebrity chef, John Benson-Smith to develop a ‘game-changing’ football pie for next season.

They have offered free pies to fans travelling by coach to away fixtures and also plan to tackle the main logistic problem facing football ground pie-sellers – the half-time queue – with mobile vendors “hawking” its pie range in the stands

The company is also moving a step beyond traditional social media and message boards, adopting location based social media such as Foursquare, Facebook Places and Vouchercloud, which enables fans to receive Peter’s information and offers as soon as they “check in” to a given location.

Mr Court-Johnston continues: “Our strategy is simple. We want to be the pie maker that cares for true die hard supporters and openly engages with them. We want Peter’s pies to be available in as many grounds as possible with fans as happy as they can be - and we’re getting there fast. Two years ago we had a presence at just four football grounds, now we are well ahead of schedule in reaching our target of 70 clubs. It’s a remarkable success story and illustrates the importance of truly understanding and empathising with your audience.”

Peter's Foodservice


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Craig Lazenby

Craig Lazenby
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