Vitacress Herbs has invested £40,000 in a new consumer-facing campaign targeting younger shoppers.
The ‘Make Everyday Herbilicious’ campaign aims to inspire and educate consumers on how fresh herbs are an essential kitchen ingredient, and to encourage them to cook regularly with them.
Launched with a brand new website www.lovefreshherbs.co.uk, Vitacress - the UK’s largest producer and supplier of fresh herbs -has also commissioned health, fitness and lifestyle blogger Carly Rowena to front an Instagram competition with a series of videos and blogs created and shared on her YouTube feed and website.
Vitacress will work with The London Cocktail Club and Jekka McVicar - widely recognised as one of the country’s foremost experts on herbs and creator of Jamie Oliver’s herb garden - to produce recipes, blogs and videos showing the versatility and culinary benefits of fresh herbs.
Tony Reid, head of marketing at Vitacress said, “Nearly half of all households are now buying fresh herbs, and we’re reaching out to show that they can do so much more than garnish.
'Jekka and Carly are doing a brilliant job in showing the uses and benefits of fresh herbs. YouTube is an ideal platform to achieve this, and, combined with our work on other social platforms and print media, we’re confident we’ve got the balance right, and excited to see the results come in.'