Wide-ranging industry campaign is putting the emphasis on healthy snacking for lunchboxes and World Cup get-togethers, with samples going out to digital influencers, chefs and key media figures
A focus on nutritional snacking and promoting occasions such as family lunchboxes to wine pairings will form the basis of this year’s British Tomato Fortnight, which will run from 1 to 14 June.
The campaign is being run by the British Tomato Growers Association in collaboration with industry marketing body Veg Power, along with agency support from Jack and Grace Communications.
Activity will feature grower stories, along with new snack recipes developed by Scottish author and creator Flora Shedden, shared across social channels and the website.
Influencers will also create World Cup game day tomato snacks, such as bruschetta and tomato feta bites, encouraging families to try snacking on tomatoes during the summer of football.
For the first time, the campaign will host a farmers’ market-style stand at the Great British Farm Fest, between 22 and 24 May, which has an expected 60,000 attendees.
The campaign is also partnering with a range of brands to expand reach, including Northern Pasta Co, while boxes of British tomatoes will be sent to chefs, influencers, broadcasters and content creators, aiming to reach more radio, TV and digital tastemakers as a key success of last year.
