A new promotional campaign, designed to drive purchases of British leeks is set to launch on 1st November 2021. It intends to build on the gains seen during the pandemic, which saw sale volumes up by nearly 9% in 2021. The initiative is backed by a group of sixteen leek growers and seed companies.
This year, the Leek Growers Association has partnered with popular vegan social influencer and food writer Lucy Parker, who posts as @lucy_and_lentils and has over 168,000 followers on Instagram. Her easy to prepare, accessible recipes and extensive reach across a wide range of social media channels, will help the campaign reach and engage with younger audiences.
In addition to social media, a comprehensive media relations PR campaign, targeting national and regional consumer media and news channels will be rolled out.
Hortnews.com quoted Tim Casey, Leek Growers Association Chairman, as saying: “Increasingly consumers are using social media as a resource for information on food, nutrition and recipes. In fact, recent research* showed that 21% of Britons use Instagram for recipes ideas, four in ten use social media videos to follow a recipe and 26% follow foodie social influencers.”