This U.K. Campaign Is Helping Parents Microchip Their Kids' Favorite Toys

Sausage Maker Richmond Wants to Alleviate Every Parent's Nightmare

Published On
Nov 30, 2015

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When a favorite toy goes missing, it's every parent's worst nightmare. U.K. sausage maker Richmond, has tapped into that idea and is trying to help with a special toy-tracking microchip. (As well as emphasizing the brand's focus on families, the "Sausages & Chip" campaign is also a play on "Sausages and chips" (i.e. fries), a staple British comfort food.)

Richmond and agency Saatchi & Saatchi London developed the tracking device with technology partner Amigo Partnership. It can be attached to toys and then tracked using an app that can be downloaded to a parent's phone. The system combines low power Bluetooth, sound and a phone's GPS, helping locate the lost toy whether it's in the next room or left behind at the park. For example, when it gets lost far away, the app uses the GPS coordinates of where it last received a Bluetooth signal so parents know where to return to.

200,000 of the devices will be given away via an on-pack promotion. This is being flagged by a TV ad, seen here, featuring the real-life Wright family and their five year old daughter Emily.

The work also includes a series of short documentary films, which will be shown online, in which Richmond explores three other real life families and the roles their children's toys have played in their children's lives.There will also be social media elements including a Pinterest gallery of lost and found toys.


Nov 30, 2015
Saatchi & Saatchi-London

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