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
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.