Product category:
Integrated marketing
News Release from: Haygarth
Edited by the Marketingservicestalk Editorial
Team on 13 May 2008
Intensive campaign backs British Tomato
Week
The British Tomato Growers' Association and English Village Salads are launching British Tomato Week with an intensive promotional push designed and implemented by Haygarth.
British Tomato Week, 19-25 May, is designed to encourage consumers to consider new tomato recipes and increase consumer demand for British tomatoes The campaign involves a call to consumers asking them to send in their favourite healthy tomato recipe and, for each recipe received, a donation of GBP1 will be made to Macmillan Cancer Support
This article was originally published on Marketingservicestalk on 5 Mar 2007 at 8.00am (UK)
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Celebrity recipes will also add some spice to the campaign with Nigella Lawson; Fern Britton's celebrity chef husband, Phil Vickery; and Saturday Cook's regular, Gino D'Acampo, all putting forward their favourite tomato recipes to kick-start the campaign.
The campaign highlights the taste and variety of tomatoes available in the UK - from sweet, ripe plum tomatoes to classic vine-ripened tomatoes.
It reminds consumers about the succulent taste that tomatoes bring to a recipe, as well as the fact that British tomatoes are packed with vitamins and nutrients.
According to recent research, lycopene, the antioxidant responsible for the natural red pigment in ripe tomatoes, may be particularly active in protecting the body against diseases such as cancer and heart disease.
Whilst British tomatoes have been found to have significantly higher levels of lycopene than long-life imported tomatoes - another reason for consumers to lower their food miles and buy British.
Consumers can send in their recipes until 1 September 2008 and with every recipe GBP1 will be donated to Macmillan Cancer Support up to the value of GBP5,000.
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