NEWS: Leedex wins Cypriot produce push

The Cyprus High Commission Trade Centre is investing in a two year UK public relations campaign to promote its national produce.

The Cyprus High Commission Trade Centre is investing in a two year UK

public relations campaign to promote its national produce.



The Leedex Group has been recruited to manage the campaign, which will

be largely trade-based with elements of consumer public relations.



The pounds 100,000 fee and budget contract, clinched last week after a

five month selection process, was previously held by The Rowland

Company.



The account covers the promotion of fruit and vegetables under the

Cypria brand, Cyprus Wines and Halloumi cheese. Leedex will also

publicise Cyprus as a centre for professional services and industrial

products, such as shoes and furniture.



The contract is being headed by Leedex deputy MD Sarah King, who worked

on the account at Rowland between 1986 and 1993.



King said that the campaign would aim to strengthen relationships with

individual importers and distributors and to develop links with multiple

retailers and off-licences.



Consumers in London, Manchester and Birmingham will also be targeted

with recipe booklets, with the aim of positioning Cypriot produce as the

latest food trend.



‘Cypriot food is becoming more fashionable in line with Greek food,’

said King.



The Trade Centre previously used Leedex on a project basis in April to

manage PR for a CBI conference.



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