The new £25,000-budget brassica PR campaign will focus on the promotion of broccoli, cauliflower, spinach, swede and cabbage over the next two years, Pam Lloyd and Madeleine Waters of Pam Lloyd PR told the Brassica Growers’ Biennial Conference and Trade Exhibition.
The consumer-facing campaign will provide a website, a media relations campaign and a designated media office, targeting titles for traditional shoppers, the family market and women’s press. The campaign hopes to move away from the term ‘brassicas’, as it is believed that consumers do not necessarily know what it means, and educate and encourage them to use brassicas in cooking, with the strapline Love Your Greens.
Lloyd said: “The BGA is very keen to move away from the term ‘brassicas’ and is looking for a positive association, rather than
confusion. This campaign is a challenge as crops are in decline, but it also means the time is right now to act and the industry is ripe for development. It is a big industry, so we have got to make sure that all of the crops get a shout. But we need to get the growers and packers behind us, and it will be a case of really joining forces. It is all out there for you, but you must go out there and get it.”
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