Darts Corner

The Brand

Darts Corner is the leading darts equipment retailer in the UK. With the PDC World Championship taking place in December and January, we wanted to create a digital PR campaign that would spark conversation in the darts world at this peak time, with the following clear objectives:

Create a buzz around the PDC World Championships by creating a campaign that is shareable and sparks a conversation among fans of darts

Place Darts Corner at the centre of the conversation, building brand awareness

Gain coverage on key publications that Darts Corner’s audience engages with

The Work

With the objective of creating a campaign that is shareable and a conversation starter, we thought we’d jump on the biggest discussion point of the tournament – who is going to win? However, we didn’t just want to create a standard, boring campaign that was instantly forgettable, we wanted the campaign to be different and to stand out.

To get started, the Digital PR team met for an ideation session, and after throwing around multiple ideas and discussing these with the client, we decided we wanted to create a video where we could predict the Darts World Champion. But we needed help – and that’s where Truffle came in.

For those of you not in the know, Truffle is one of the resident pigs of Ouseburn Farm, a local farm and charity based in the heart of Newcastle. We reached out to Ouseburn Farm to ask if we could use their facilities to film, and of course, kindly use their resident pig to predict the winner.

With the objective of creating multiple spins and angles for the campaign, we asked Truffle to predict the winner of the tournament, the runner-up, dark horses and players who Truffle predicted would have a deep run in the tournament.

Using Bonded’s Content and Create team, we filmed the predictions with Truffle and had our own Pippa Gilroy present in the video, to add personality to the content and give them that premium feel.

The collaboration with the Content and Create team allowed us to create short social media-friendly videos that both we and Darts Corner could share, with the aim of creating maximum noise and generating placements in national media.

Delivery & Results

Our approach to outreach was simple; we wanted this campaign to be placed in top national media, as well as getting in front of the publications that Darts Corner’s audience engages with to create as much noise as possible and increase Darts Corner’s brand presence.

The results

The campaign achieved wide-reaching results. We also saw a fantastic piece of coverage on TalkSPORT, the leading sports radio station. TalkSPORT dedicated a whole 5-minute segment on their weekend breakfast show, where they played the full prediction video with Darts Corner’s branding at the forefront. TalkSPORT has a weekly listening figure of 3.9 million people, and with this being Darts Corner’s primary audience, the results couldn’t have been better.

We secured multiple national and sport-focused media placements, seeing our campaign featured in publications such as The Sun and the Daily Star. With a total of 9 online placements, the publications that covered the story have a monthly reach of 98.2 million.

With the nature of the campaign, we saw a lot of success on social media. The Sun Sport’s Facebook (787,000 followers) & X (238,000) accounts published the campaign, as did The Newcastle Chronicle, who shared the video on their Facebook page of 615,000 followers.

We were really impressed with the Digital PR team at Bonded Agency for the creation and execution of one of our more recent campaigns, working alongside Truffle the psychic pig to predict the winners of the 2025/26 PDC World Championships – a campaign that we’ve worked collaboratively on together for the past two years.

From the initial discussion, the Digital PR and Content and Create team at Bonded Agency shot impressive footage of each potential outcome at a local farm, providing us with content to place on our website and social media, whilst pairing it with strategic activation methods to secure authoritative media placements.

The results speak for themselves, with the campaign generating notable attention from national publications, including The Sun and Daily Star, and even a segment on Talk Sport’s morning show. We couldn’t be more pleased with the creativity and attention to detail shown throughout this campaign and beyond.

Paul Bright – General Manager at Darts Corner

Darts Corner

The Brand

The Work

Delivery & Results

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