Stereotypes matter because they stop people from achieving their full potential. Yet in a polarised media ecosystem brands are at risk of retreating into the perceived safety of stereotyped portrayals. A perception which masks the true reality that a reliance on stereotyping disconnects brands from modern audiences.

The true creative firepower of progressive portrayal lies in a future in which the progressive portrayal is not the story in and of itself, but the authentic communication which makes a brand really connect with consumers.

The power of this authentic portrayal is brought to life with warmth and honesty in Saatchi & Saatchi’s latest campaign for Richmond sausages. In a scene that will be recognised by parents across the country, for whom Saturday morning signals a trip to the nearest touchline, only to find out the game has been rained off.

This spot depicts a star football player, who also happens to be a girl, retreating from a rained-out football pitch. Soaked to the skin, the footballing hero and her dad jump back in the car, race home and set themselves the all important, yet all too often neglected task of getting cosy. A bath, cosy clothes and a sausage sandwich hot from the oven follows. With the conveyor belt of business coming to a much-needed stop as the duo settles down on the sofa to savour an unexpected afternoon of doing nothing.

The campaign is part of a fresh approach from Richmond, which celebrates the Good Times; those unexpected moments when doing nothing means everything. The focus on emotional connection comes as the brand increases its focus on a broader array of mealtime products. The work ties into the growing trend of ‘comfort marketing’ in a chaotic and uncertain world and aims to celebrate the joy found in simplicity.

The work is rooted in the insight that we all need some relief from ‘putting it on’, in essence, we all need a break from the everyday pressures of performative living. For busy families, unscheduled relaxation and mealtimes like this one are a momentary break from the performance of everyday life.

Running across TV and Video On Demand with supporting social and Outdoor advertising throughout the spring, the new campaign celebrates the place the 130-year-old Pilgrims Food Masters brand has in households across the UK as the nation’s favourite sausage brand.

Chris Doe, UK Marketing & Innovation Director, Pilgrim’s Food Masters, explains: “Our new campaign, guided by a celebration of ‘Good Times’, was created to evolve our positioning and help us become a broader mealtime brand. Richmond is a name that is synonymous with quality, superior taste and the comfort foods we love.”

He continued: “‘Good Times’ celebrates the wonderful everyday occasions, unplanned moments and special times spent with loved ones which we are proud to be a part of. Our brand promise is to deliver flavour and experience with no fuss, so people can focus on what really matters - the good times with good people. I’m really excited to see this come to life.”

Franki Goodwin, Chief Creative Officer, Saatchi & Saatchi, added: “Whether it’s a party or a play date, I think the whole nation can relate to the joy of cancelled plans. It’s the perfect place for a down to earth, cosy and spontaneous brand like Richmond sausages to play and we’re delighted with the first instalment of this new platform for them.”

Saatchi & Saatchi and Richmond have worked together for over a decade, with the creative shop first appointed in 2013.