NEWS: Clarion adds flavour to image of Oriental Express food range

Ross Vegetable Products is spending over pounds 150,000 on a public relations campaign to spice up its frozen food label Oriental Express.

Ross Vegetable Products is spending over pounds 150,000 on a public

relations campaign to spice up its frozen food label Oriental Express.



The company, owned by United Biscuits, has recruited Clarion

Communications without a pitch to execute the programme as part of a

January re-launch.



Clarion, which has worked for United Biscuit’s Frozen and Chilled Foods

division for three years, will target the mass consumer market via

women’s magazines, national and regional media.



The agency is planning to run a roadshow to provide sampling

opportunities in order to illustrate the product’s versatility and to

push its ‘Chinese heritage’. The agency, which is headed by managing

director Shirley Soskin, will also target the trade media.



Clarion board director Annabel Hillary said that although Oriental

Express is very successful in sales terms, as far as public recognition

goes ‘no one has heard of it’.



The brand, a range of Chinese-style products from ready-made meals to

mixed vegetables for stir fries was launched in the 1980s.



It is now worth pounds 40 million in sales..



Advertising agency Leo Burnett was appointed in October to handle the

pounds 2 million ad campaign.



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