The Brassica Growers’ Association (BGA) is gearing up to launch a three-year campaign in January 2010 that will spotlight individual vegetable lines in turn.

The announcement follows the news that the pilot for the campaign, conducted by Pam Lloyd PR, has scooped coveted gold awards for the Best Use of Media Relations and the Best Low Budget Campaign at the CIPR PRide awards.

The awards recognise excellence and reward achievement in PR and communications.

The BGA briefed Pam Lloyd PR to devise a campaign to highlight and reverse the declining sales of British cauliflower.

The CIPR judges said: “An excellent campaign, which was highly creative and attention-grabbing, given the perceived mundaneness of an ordinary vegetable. By securing an exclusive with The Times, it generated widespread media interest and captured the attention of many of the nationals above and beyond Great Britain. An unqualified success, resulting in a 25 per cent increase in sales during the campaign’s duration.”

The pilot project for cauliflower was intended to demonstrate the benefits of a focused PR campaign to BGA members in order to inspire them to fund a broader programme of activity.

Phillip Effingham, chair of the BGA, said: “The team will work initially to create a new website for us and will focus their attention on each brassica in turn, devising activity tailored to the individual crops.

“BGA members grow a fabulous range of healthy, tasty, British crops and are united in their belief that the time has come to start shouting about them.”

Topics