the UK’s major fresh herb suppliers have clubbed together to create a brand new marketing campaign called Fresh Herbs.
R&G, HumberVHB, Lighthorne Herbs, Scotherbs and Swedeponic, who between them represent 90 per cent of fresh culinary herb supplies to UK supermarkets, have united to raise the profile of fresh herbs and increase purchases by driving consumer reappraisal of the category.
“In comparison to many fresh products, little is known about the range, accessibility and benefits of herbs. As a result we wanted to create a campaign that would help to raise the profile and increase demand for fresh herbs in the UK,” Matthew Prestwich, a spokesman for Fresh Herbs, told FPJ.
Sputnik Communications has been appointed to launch the campaign, which will focus on the persuasive lifestyle benefits of regular, fresh herb consumption. Activity will also include a drive to educate consumers on how fresh herbs can be used to easily transform a meal, while seeking to overturn any misconceptions about the product being difficult to use.
“Our aim is to transform how fresh herbs are perceived and for consumers to recognise them as an everyday essential,” said Prestwich. “It is something that has never been done before, but is desperately needed. Having assessed industry data we benchmarked our market penetration and weight of purchase and in doing so highlighted an audience we are missing out on.
“In engaging the services of an agency, we hope to get structured, valuable information to the consumer. It is a leap of faith for all of us, but one that we hope will be successful. The campaign is supported mainly by suppliers to the major retailers and, in turn, a few of their suppliers.”
A website is due to launch this month, and a range of bespoke product photography has also been commissioned. The campaign will have a primarily editorial focus during its first year, supported by direct to consumer sampling.
“In fact, one of our first activities has been to sample packs of rosemary at Taste of London recently, which attracted a lot of positive consumer feedback,” said Prestwich.
“Our intention is for this to be an annual campaign. Consumers are increasingly interested in good food generally, and are demanding more in terms of quality and taste. Herbs have obvious taste and health benefits and can elevate a dish from being just ordinary to extraordinary.”
The fresh herbs retail market is worth £68 million and sales are growing at a rate of 10.5 per cent year on year.
No comments yet