The review of the season was hosted by Bristol-based consultancy BCLO PR which was given the task by Mack Multiples and Bomfords to attract new consumers to UK asparagus, encourage those who already purchase the produce to buy more, and to make a distinction between UK-grown asparagus and product from other sources.

The crop this year has achieved increased market penetration. TNS data recorded asparagus penetration in May 2003 at 4.3 per cent, up from 3.1 per cent in 2002 and 2.7 per cent in 2001.

Research prior to the season indicated consumers had little understanding of seasonality. They were generally unaware of the dates of the season and how the vegetable should be cooked and eaten.

Following the results of the media campaign, BCLO PR reported that readership achieved for the season totaled over 25 million across a wide spectrum of publications; including The Telegraph, Waitrose Food Illustrated and Tatler. The combined listening and viewing audience reached 45 million with celebrity chefs Jamie Oliver and Gary Rhodes extolling the virtues of asparagus.

James Hallett, commercial director of Mack Multiples, said: 'This year's campaign is a small but promising start. For the focus on asparagus we need to continue this work into next year with growers and suppliers working together to continue raising the profile.' Mark Haynes of Bomford's echoed his comments. He said: 'This year's campaign has been made possible by close collaboration between ourselves, Mack Multiples and the British Asparagus Growers' Association.' Both Mack and Bomfords encouraged other suppliers of asparagus to join them to support an enhanced campaign to maximise awareness for 2004. Retailers were also urged to continue to back the crop again next year following good work in stores this year from Sainsbury's, Waitrose, Somerfield and Marks & Spencer.

Topics