Pie campaign awarded by PR industry

A life-sized pie shaped like Welsh rugby player Shane Williams has been named one of the best PR campaigns of the year.

The Chartered Institute of Public Relations picked out Peter’s Food Services’ wheeze as “creative and engaging”.

The Shane pie was launched at the Millennium Stadium in February, before the Wales/England game in the RBS Six Nations. It toured the media and supermarkets in Wales throughout the championship, when Chloe Beth Morgan (reigning Miss UK and former Miss Wales) was captured with the colossal pastry.

Paula Abbandonato, consultancy PR director at Vibe, the agency behind the initiative, said: “Peter’s is a huge supporter of Welsh rugby and so the idea of combining their pies with one of Welsh rugby’s greatest heroes was irresistible.”