Campaign: Food and drink - Pea shoots spring up in British recipes

Campaign: Pea shoots
Client: Vitacress Salads
PR team: KTB PR
Timescale: May-September 2009
Budget: £30,000

After introducing pea shoots, young leaves of the traditional garden pea plant, to M&S and Sainsbury's in 2008, KTB was asked to refresh media interest in 2009.

OBJECTIVES

- Position pea shoots as a versatile British ingredient

- Drive consumers to M&S and Sainsbury's.

STRATEGY AND PLAN

Chef Mark Hix was recruited as the campaign's ambassador. His team invented a unique collection of pea shoot cocktails for the launch at Hix Oyster & Chop House. Press materials for food and health writers were delivered alongside a mini pot of pea shoots, and a portfolio of recipes and photography was developed. Local school visits were set up for children to meet the growers and learn more about pea shoots. KTB also created a bespoke trip for Hix and Tom Parker-Bowles to go fishing with the grower and learn about Vitacress' growing practices.

MEASUREMENT AND EVALUATION

The campaign generated more than 70 pieces of coverage, including in national newspapers. Pieces also appeared in Hello, Closer, Sainsbury's Magazine, Grazia, Pregnancy & Birth and Health & Fitness and on Channel 4's River Cottage, BBC2's Nigel Slater's Simple Suppers and the Good Food Channel.

RESULTS

Sales increased by 20 per cent and the website peashoots.com saw nearly 7,000 unique users during the campaign period.

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