Arbor’s Learn to Love a Sprout Campaign has been a triumphant success for the under-appreciated vegetable, often subject to bad press.
Set up to promote Brussels sprout to UK consumers during the September to March growing season, the strategy was to inspire consumers to take a fresh look at Brussels sprouts and educate them about their health benefits.
Creative photography and inspirational recipes formed the basis of the press material used, accompanied by grower profiles, expert scientific opinion and fascinating facts about the history and health benefits of sprouts.
To create additional news value, a light-hearted survey was undertaken to find out who cooks and eats sprouts, and to answer the age-old question of whether sprouts give you wind.
A massive total audience reach figure of 39.7 million was achieved, entirely through editorial coverage in both print and broadcast media.
The campaign captured the imagination of the press through the creation of highly innovative press packs, which resulted in a high level of press take up. A play on the Ferrero Rocher ‘Ambassador’ advertising campaign, see above, was used on all material.
Arbor has entered the Learn to Love a Sprout Campaign into the Re:fresh Awards for Marketing Campaign of the year.
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