UK: Green light for brassica push
The new campaign will build on the existing “Love Your Greens” positioning and will start from July 2013 – initially running for three years.
Created by marketing agency The Little Big Voice the activity will focus on the targeting of mums across the nation, highlighting the benefits of eating brassica and also how to incorporate them into the daily diet.
Driving awareness through schools and existing educational initiatives such as FACE, will also see the BGA engage with young children to offer a greater understanding of this vegetable group.
A refreshed website, which will host all activity for the ongoing ʻLove Your Greensʼ campaign will become the main information portal and enable consumers and media alike to find out more information on each member of the brassica family.
This will be complimented by additional digital and social media activity across multiple channels together with the roll out of a consumer and trade focused PR campaign.
Matthew Rawson, Chairman of the Brassica Growers Association, who coordinated the HDC bid, commented, “We are delighted to have secured the funds to promote the benefits of brassica, itʼs a fantastic boost to our industry and will give us a great opportunity to educate and in turn grow category sales. We are vey grateful to the HDC for their support in helping us deliver this message."
Jonathan Corbett, Managing Director from The Little Big Voice added, “Our objective of this activity is to reverse the decline in the sales of brassica through a high profile campaign and to reignite consumer interest in the category."
"The campaign will highlight the many benefits of eating brassica and will get people excited about putting broccoli, cabbage, sprouts, turnips and cauliflower on their plates again."
"We wanted to create something a little bit different and to target a wide range of consumers – not just the foodie. Brassica is one of the most important yet underrated staples of the UK shopping basket. We want to educate existing shoppers on how to get the best from their purchases whilst introducing new consumers; both young and old, to the produce.”
