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UK: Effective PR has boosted vegetable demand

Hard-hitting public relations campaigns have helped boost demand for vegetables despite tricky growing conditions, and have reaped prestigious marketing awards.
The PR campaigns for British asparagus and beans and peas scooped golds at the recent Chartered Institute of Public Relations awards.

Pam Lloyd PR, which ran both campaigns, was praised by judges for increasing the appeal of the website more than "100-fold". Effective use of photos, meanwhile, helped "break boundaries" for the marketing of peas and beans. The PR team was named outstanding small consultancy of the year.

Ross Baker, commercial controller at packer and importer Flamingo UK, said: "Growers have had a difficult season, but demand for asparagus remained high." Diana Rees, category controller at produce marketer Manor Fresh, said: "The campaign delivered high-profile coverage for the season beyond our expectations."


Publication date: 11/20/2008


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