Food & Drink: Mustard spices up the appeal of herbs

British Herb Trade Association tasked Mustard Communications with promoting the cooking qualities of fresh herbs.

Herbs: Mustard spices up the appeal
Herbs: Mustard spices up the appeal

Campaign Hunt for the Nation's Herb Heroes
Client British Herb Trade Association
PR team Mustard Communications
Budget £39,000
Date January-June 2011

The British Herb Trade Association asked Mustard Communications to run a campaign to encourage consumers to use fresh herbs as part of their weekly cooking rather than just for dinner parties.

Objectives

  • To increase sales of fresh herbs
  • To educate children about herbs.

Strategy and plan

The PR team created a national digital cookery competition, where contestants were asked to upload a video of themselves cooking with fresh herbs on to Vimeo via a special site - fresh-herbs.co.uk. The public voted for their favourites,and the top six took part in a cook-off in London with celebrity chef John Torode. A prize fund of £3,200 was up for grabs. The cook-off was filmed and posted on YouTube with the winning entries.

Measurement and evaluation

Monthly visitor traffic to the Fresh Herbs site increased from 582 to 3,499. The Twitter account attracted more than 3,000 followers including celebrities such as MasterChef co-host Gregg Wallace.

Results

Nielsen data showed sales of fresh herbs in supermarkets rose by 8.8 per cent during the campaign. Cut herbs showed the biggest growth, at 14 per cent, which is where new users usually enter the market.

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