For some businesses, the Six Nations is simply a sporting event on the calendar. For the Six Nations Championship, it’s a season of rivalries, traditions, and packed pubs.
At Southwick Square Meats Ltd, rugby runs deeper than that. The sport has long been part of the shop’s identity, making the tournament the perfect inspiration for a creative promotion during a challenging post-COVID period.
What emerged was something bold, playful, and distinctly local: the Six Nations Sausage Challenge.
And helping bring the idea to life on the high street was a set of eye-catching A1 outdoor posters that stopped passers-by in their tracks.
When customers start asking each year, “You’re doing your Six Nations sausages again, aren’t you?” you know the campaign has become part of the fabric of the community – Kevin Prosser, Butcher and Print Buyer, Southwick Square Meats.
The original idea from the butchers was simple: What if every nation competing in the Six Nations had its own sausage? With their knowledge of sausage recipes and skills, the butchers developed tried-and-tested flavours inspired by the Six Nations that would make a tasty dinner.
Their final lineout included:
A local artist created supporting artwork, photographs were taken, the idea was shared on socials and chatted about over the counter at the shop. Unurprisingly, before long, the story caught the attention of the local press.
But the campaign needed something crucial: visibility at street level to bring attention to the campaign and let passers-by know that they could have a bit of fun and flavour for their dinner.
With more than 30 shops in the parade, standing out required something bold enough to stop people mid-stride.
The Six Nations campaign posters were printed at A1 size on durable PVC-Free material, designed specifically for outdoor display on pavement boards with protective covers.
Placed outside the shop, the posters immediately began working their magic:
The promotion quickly became something locals looked forward to every year. Customers began asking, “Are you still doing your Six Nations sausages this year?”
Practical Support Behind the Scenes
For many independent retailers, creating a strong marketing idea is the easy part. Preparing artwork that meets large-format print requirements is often less familiar territory.
In this case, the original image created in-house wasn’t technically suitable for high-resolution printing. That's where the team at Tradeprint was able to help. Collaboration on the artwork led to it being:
The team made sure that the process was simple, supportive, and reassuring. The butchers did what they do best - offering high-quality meat, and we did what we do best - offering high-quality print.
For a small independent butcher, having that guidance removed the technical friction and allowed the team to focus on what mattered most: running a great promotion and being part of the community.
The campaign’s impact was visual and made financial sense, too.
Compared with other local print suppliers, the pricing meant:
With costs around £15–£20 depending on speed of delivery for two large-format posters, the economics changed what was achievable. We like to think that affordable pricing opens the door to further easy promotions.
Even neighbouring businesses began asking where the posters were produced. Word-of-mouth referrals followed, spreading the campaign’s influence beyond a single shop.
The Six Nations Sausage Challenge soon sparked wider community engagement:
What started as a fun idea during a challenging time became a recognised annual fixture in the local community.
Three ingredients made the Six Nations Sausage Challenge such a success:
Authenticity - The promotion was rooted in a genuine passion for rugby.
Creativity - Nation-inspired flavours created curiosity and conversation.
Professional presentation - Bold, high-quality outdoor posters ensured the idea was visible and memorable.
In this case, the print was the bridge that turned an internal idea into a high-street event people could see, talk about, and participate in.
For Southwick Square Meats, the Six Nations Sausage Challenge proves how effective outdoor posters can be when paired with a strong idea.
High-impact large-format print can:
With the right combination of creativity, support, quality, and cost-effective print, independent retailers can promote their businesses loudly and confidently. Even on the busiest high streets. And sometimes, all it takes is six sausages and one very good poster.