For the first time, fresh peas and beans will benefit from a promotional campaign to boost consumption. The £20,000-push, being launched this month, has been specially designed to encourage consumers to enjoy the traditional British summer produce.
Representing a major collaboration between the leading marketers of the products - Barfoot's of Botley, Bomfords, Mack Multiples and Manor Fresh - the initiative is designed to highlight the nutritional and taste benefits of fresh, seasonal legumes, while demonstrating just how easy they are to prepare and cook.
In practice, this means that a broad range of national and regional consumer and news publications and the broadcast media will be targeted via a comprehensive pr campaign bringing seasonal British legumes to the attention of the consumer.
The group has developed a series of fact sheets, recipes and grower profiles, but the campaign also features a schools initiative - Full of Beans - to tie-in with the government’s 5-A-Day commitment and to encourage children to experiment with fresh, seasonal produce.
Commenting on the campaign, James Hallett, commercial director at Mack Multiples said: “Our campaign is designed to target a broad range of British consumers, from the affluent young professional to families and the health conscious. It aims to inspire and educate them about the benefits of eating seasonal, traditional British veg and ultimately to drive trial and repeat purchase.”
Promotional activity will focus on broad, dwarf and runner beans in addition to fresh peas.
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