The British Leafy Salads Association is building on the success of last year’s bagged salad PR campaign with a 5 A DAY promotional boost being launched at the end of the month.
Under the slogan “Are you getting enough? Salad bags are an easy way to 5 A DAY” the group’s PR consultant Wendy Akers has put together a salad squad featuring celebrity chef Lesley Waters, nutrition expert Fiona Hunter and fitness instructor and Sun journalist Nicki Waterman.
The campaign slogan is also included in a free healthy-living booklet which consumers will be able to send off for.
“The booklet has 24 pages and will show recipes for side and main salads as well as nutritional advice from Fiona Hunter and exercise and fitness tips from Nicki Waterman,” explained Akers.
The booklet will be trying to show consumers easy ways to 5 A DAY by incorporating salad into sandwiches and with lunchbox makeovers.
The booklet will be promoted through media relations and the association will be running advertorials and competitions.
The women’s press is being targeted and the campaign will also feature in The Mail on Sunday.
Another initiative will see growers going into primary schools as they team up with a children’s cookery school demonstrator to tell children about salad farming in their area and give them easy salad and dressing recipes to prepare.
“Nutritionists advise us to eat a rainbow and we want to show people that they can do that by eating salads,” said Akers.
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