G’s Marketing is launching a three-year campaign to increase consumption of radishes in the UK.
The England-based marketing desk has appointed Pam Lloyd PR to run the initiative Love Radish, which it hopes will not only drive uptake in the summer, but year-round household penetration for radishes.
Anthony Gardiner, head of marketing at G’s Marketing, said: "Household penetration of radishes is currently at 26 per cent. Our key target for the radish business is to increase this to 30 per cent over the next three years, and we feel confident that putting a PR campaign in place will help us achieve this goal. We've been delighted with the results Pam Lloyd PR has delivered for our Love Beetroot campaign over the last year so look forward to achieving similar success with the Love Radish campaign."
Pam Lloyd PR already has a number of ideas and will focus on radish as "not just a bite on the side" through a collection of recipes including simple spring serving suggestions as well as summer salad, chutneys, stir fries and even detox juices. These will be available for download on the supporting campaign website www.loveradish.co.uk
The UK season kicks off in late April and runs to October. G's Marketing sources all its UK supplies from G's Growers, a co-operative of producers based in Norfolk and Cambridgeshire and supplies 65 per cent of UK supermarkets' radish requirement.