Promotion of UK herbs has received a major shot in the arm after five of the UK’s major growers got together to create a new marketing campaign.
The Fresh Herbs initiative is being fronted by R&G, Humber VHB, Lighthorne Herbs, Scotherbs and Swedeponic, who between them supply 90 percent of fresh culinary herbs to the supermarkets.
The aim of the campaign is to raise the profile of fresh herbs and increase purchases of them. It will be managed by Sputnik Communications, a PR firm with a history of success in the fresh produce sector through other initiatives such as the Superberry campaign.
A new brand identity, a range of photography and a consumer website are some of the methods employed to get the message across.
The campaign strategy promises to focus on the ‘persuasive lifestyle benefits of regular fresh herb consumption’, central to which will be attempts to educate consumers on how fresh herbs can be used to easily transform a meal. It will also seek to correct common misconceptions about herbs.
Campaign spokesman Leon Mundey said: “This is a great opportunity to raise the profile of fresh culinary herbs amongst our target audience. It is important to spread the message that fresh herbs are accessible and easy to use, even if consumers lack confidence or time in the kitchen. We are confident that the campaign will successfully grow the market.”
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