To raise awareness of the leisure attraction’s Easter Eggstravaganza and drive footfall to this annual event, Freshwater used April Fool’s Day as the hook.
We developed a story on Willows’ rare chocolate egg laying hens – known as april stultus chickens (Latin for April Fool) – with ‘scientific’ backup from Professor E.G. Benedict. Local media were brought in on the joke and social media was used to get people talking about this rare breed.
Results included extensive online and print articles reaching a combined audience of 3.7 million. Social media coverage included the Twitter feeds and Facebook pages of the local parenting press – a core audience for Willows Farm Village.