Campaigns: Food and drink - Steve's Leaves grows on consumers

Campaign: Steve's Leaves
Client: Vitacress Salads
PR team: KTB PR
Timescale: March-July 2010
Budget:: £32,000

Vitacress Salads grows own-label baby leaves for the UK's leading retailers including Sainsbury's and M&S. This year saw the launch of its own range, Steve's Leaves. The man behind the leaves is Dr Steve Rothwell - the only person in the salad industry to have a PhD in watercress.

Objectives

- To excite and educate the media about the new produce brand

- To drive purchase among consumers

- To prove consumer demand to ensure listings to retailers.

Strategy and plan

The new range was launched with a media event at The Soho Hotel. The evening was hosted by Masterchef winner Thomasina Miers and Dr Steve Rothwell. Key food writers and bloggers were invited. The team also sent samples to 20 top restaurants in London.

Measurement and evaluation

The campaign generated over 46 pieces of coverage including the front page of The Times' Table supplement. Steve's Leaves is due to be included in three cookery books.

Results

Stevesleaves.com secured 29,000 unique users during the campaign period. Steve's Leaves has gone from being distributed in 41 stores to 163 stores after achieving national distribution with Budgens. Vitacress is currently selling an average of 6,000 bags a week.

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