The British Asparagus PR Campaign, run by Pam Lloyd PR, has earned praise from government and MasterChef presenter, Gregg Wallace, as the model to follow for promoting British seasonal fresh produce.

At last week’s Re:fresh Conference, Wallace and DEFRA minister Jane Kennedy both mentioned the long-running PR campaign favourably.

Wallace highlighted the power of PR over advertising for raising consumer awareness of fresh produce, referencing the British Asparagus campaign as a golden example. Meanwhile, Kennedy also highlighted a fivefold increase in the sales of British asparagus, based on growers, retailers and PR practitioners working together to deliver a powerful campaign.

Pam Lloyd said: “It does show that in order to make an impact both with consumers and the trade, there are a few key elements that help immensely. First, a client group or grower association working together to provide funding; in addition, a long-term view of a campaign that runs for some years rather than a couple of seasons that has consistent, simple and strong message. Finally, strong PR execution of the campaign and its messages, delivered by PR experts who understand the client’s business, the media and the consumers.

“It is great to have such high-profile recognition at an industry-leading conference for the campaign and for our work promoting British Asparagus over the last few years.”

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