The Eat in Colour (EiC) team is hoping for some good weather this weekend to boost its latest occasion-led news story: Bar-B-Girls.
Using twins Samantha and Amanda Marchant of Big Brother 2007 fame to front the story, the industry’s promotional effort EiC is hoping to persuade women back to the barbecue to offer tasty fruit and vegetable based dishes rather than the charred meat served up by men. The story has gone out to the press nationwide with recipe suggestions and tips from the EiC team.
And last week EiC sent out its Crunchbox release with recession-depression busting ideas for fruit and veg packed lunch boxes for the nation.
Coverage in this, the second year of the campaign, is exceeding that achieved in the first year. Dom Lane of Bray Leino, which is running the campaign for EiC, said: “From October 2007 to June this year we achieved 160 million opportunities to hear or read about Eat in Colour compared to 85m for the first nine-month period from January to September 2007. Coverage this year has been bigger and better.”
Bray Leino will report on the second year of the three-year programme at the end of September. This year the team has been working on Eat in Colour United with the British Dietetic Association and the English Schools Football Association to target football-mad children and their parents. The campaign enjoyed success with the EiC healthy eating Beavers badge for the youngest members of the Scout movement in the UK. Anthony Levy, chairman of the EiC campaign, said: “The badge has been the most successful new badge ever introduced and we have sent out more than 40,000 information packs.”
And the Bowl not Biscuit challenge in five UK workplaces to get employers encouraging workers to eat fruit during the day for a month exceeded expectations when it ran in May. Lane said: “We have planted a seed for something bigger and hopefully will roll this out further, and get more workplaces to sign up to the five-point EiC charter.”
Levy also revealed that he and his board at EiC are in discussion with “a couple” of firms in the industry with a view to increasing the campaign’s sponsorship base.
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