Fresh Herb Company picks Ceres to show health aspect of herbs

The Fresh Herb Company selected the agency for a six-month consumer-facing project brief following a three-way pitch battle.

Ceres will be heading up comms for the company’s new Five Ways campaign, which focuses on making potted herbs last longer than one meal.

Ceres director Kathryn Race said: ‘Through the 5 Ways campaign we will highlight to consumers that fresh living herbs are convenient and healthy. We want people to understand they are a kitchen essential.’

She added: ‘Summer is a key time for herbs so it’s about driving sales and now’s the time to give things a push.’

The campaign has the support of a number of chefs and food writers.

These include two Michelin star chef Atul Kochhar, Tony Tobin of Ready Steady Cook, Masterchef winner Dhruv Baker and cookery writer Rosemary Shrager. It will focus on supermarket shoppers who are interested in food, but short on time and inspiration.

The campaign will use a combination of traditional and social media, with a consumer press office, a Twitter feed and a microsite. There will also be a workshop for food writers and journalists and an online competition.