The Prophet Marketing Campaign of the Year award went to Arbor for its successful British sprouts campaign ‘Learn to Love a Sprout’. When Arbor was approached with what many would class as the unenviable task of inspiring UK consumers to eat more sprouts, it came up with an uncomplicated, yet creative solution.
Given the brief to promote British sprouts during the domestic growing season - from September to March, Arbor created the Learn to Love a Sprout campaign. The simple strategy was to inspire consumers to take a fresh look at Brussels sprouts by providing them with new ways to cook and serve the oft-maligned vegetable, dispelling beliefs that sprouts are soggy and sulphurous, and educating customers of the health benefits of the product.
Creative photography and recipes formed the basis of the press material used, accompanied by grower profiles, expert scientific opinion and fascinating facts about the history and health benefits of sprouts. None of the imagery used had any Christmas props or cues.
The campaign captured the imagination of the press through the creation of highly innovative press packs, which resulted in an impressive take-up. A clever play on the Ferrero Rocher ‘Ambassador’ advertising campaign was used on all material. And through a relationship with the charity Breast Cancer Haven, Arbor secured five sprout recipes from celebrities, which were sold in to Hello! Magazine as an exclusive feature article in January, keeping sprouts in the nation’s minds after the festive period.
A massive audience reach of just short of 40 million was achieved entirely through editorial coverage in print and broadcast media and feedback from journalists to the tongue-in-cheek nature of the campaign was overwhelmingly positive.
Other finalists in this category included CFFA for Chilean blueberries and Albert Bartlett for Rooster potatoes.
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