Three leading suppliers of own label packs of fresh cut stir fry vegetables have joined forces to launch a new generic PR consumer campaign, fronted by fusion food celebrity chef Peter Gordon.
Bourne Stir Fry, a division of Geest, Kanes Foods and Simply Fresh Foods took the decision to form The Fresh Cut Stir Fry Alliance following the success of The Watercress Alliance, whose "Not Just a Bit the Side" campaign saw sales increase by £1.75 million last year. They are also using the same PR agency, Wendy Akers Public Relations.
Peter Gordon, who pioneered fusion food in this country at London's Sugar Club, has developed an exciting range of "stir fusion" recipes for the campaign. Mixing different ingredients from different cuisines, they give an adventurous twist to cooking with a wok.
Peter is currently receiving rave reviews for his eclectic style of cooking at the restaurant which he co-owns in London - The Providores, where he is co-proprietor and joint head chef with Anna Hansen. He is also consultant chef at changa restaurant in Istanbul and consultant chef along with Anna, at PUBLIC restaurant in New York.
Leading nutritionist Fiona Hunter, who writes for BBC Good Food and Prima magazines, has also been taken on board by The Fresh Cut Stir Fry Alliance to advise on health messages.
The campaign, which is due to hit the press in the autumn, features a range of advertorials, a recipe booklet and media relations activity.
Ian Saunders, of Bourne Stir Fry, commented: "We are taking learnings from the watercress campaign to try to raise greater awareness of the benefits of fresh cut stir fry and to increase usage outside of Chinese New Year."
The fresh cut stir fry vegetable marked is currently valued by TNS at £45.8 million.
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