The British Asparagus Group (BAG) won the Best Collaboration category at the NFU awards.
The Group, which comprises Bomfords, Barfoots, Mack Multiples, Kitchen Garden Produce, Exotic Farm Produce and Flamingo, was recognised for the way in which significant players within the industry have joined forces to promote the British crop.
Founded in 2003 by Mack Multiples and Bomfords, the BAG had the primary aim of increasing consumer penetration from the 3.1 per cent figure recorded in 2002. Such is the success of the campaign that the 2005 season saw the penetration of asparagus during the UK season at 10.5 per cent.
Although the initial aim was to collaborate on promotion of British asparagus, the effects of this collaboration have extended beyond marketing. The six businesses now work together throughout the season, communicating on a daily basis to meet and maximise the demand of their retail and wholesale customers.
Working with marketing consultancy Pam Lloyd PR, the 2005 campaign, which concentrated on the theme of seasonality, generated over £550,000 worth of consumer print coverage, reaching a readership of over 55 million. This represented a return of over 18 times on the campaign investment of £30,000.
Figures have yet to be released for the 2006 campaign.
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