The PR campaigns to support the British asparagus and British bean and pea industries have both won Gold awards at the Chartered Institute of Public Relations (CIPR) PRide awards.
Pam Lloyd PR, which runs both campaigns, was praised by the judges for increasing the appeal of the asparagus campaign’s website - www.british-asparagus.co.uk - “more than a hundredfold” and for breaking boundaries with effective use of photography of beans and peas. The PR team, which specialises in the promotion of fresh produce, was also named Outstanding Small Consultancy of The Year.
Both the asparagus and bean and pea campaigns are now confirmed to go forward into the 2009 season, building on the increased awareness of these crops that they have generated in recent seasons.
Ross Baker of asparagus supplier Flamingo UK said: “Growers experienced a difficult season in 2008, but demand for British asparagus remained high, due in no small part to the investment the industry has made into promoting its product over the past six years.
“Going into 2009, it is important that we maintain that momentum and we have a strong campaign planned to keep the crop front of mind with consumers as the British summer season gets underway.”
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