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Burts Chips Takes Up The “Ultimate Crisp Sandwich” Challenge
Burts Chips is partnering with TV chef Dean Edwards to help shoppers create “the ultimate crisp sandwich” this summer using Burts’ core range of premium flavours.
The campaign, which runs from June to September, is in the spirit of Burts’ “Do it Right” philosophy that encourages consumers to make the best choices in life – whether about their friends, family, work – or what they put in their sandwiches.
Dean, the resident chef on ITV morning show Lorraine and like Burts, born and bred in the South West, will create eight different sandwich combinations as Burts’ brand ambassador, using flavours from the range and a selection of ingredients sourced from the South West wherever possible. The eight “ultimate crisp sandwich” flavours are: Sea Salt; Vintage Cheddar & Spring Onion; Thai Sweet Chilli; Sea Salt & Malt Vinegar; Devon Roast Beef; Sea Salt & Crushed Peppercorns; Spicy Chorizo and Firecracker Lobster.
Once the recipes are created, Burts will launch an online campaign to determine the UK’s “ultimate crisp sandwich”. Over the course of seven weeks, two recipes will be pitted against each other each week to reach more than 2m Twitter, Facebook and Instagram fans who will be asked to “vote” via a simple like, comment, retweet or tag. The winning “ultimate crisp sandwich” will be revealed in week seven, supported by a social and digital drive to raise awareness, particularly amongst Burts’ target audience of men aged 35 years plus. We’ll also be sampling across our South West heartland, expecting to reach more than 100k people and inviting pubs, bars and cafes to put at least one of Dean’s “ultimate crisp sandwiches” on their menu.
In an eighth and final week, one Burts fan will be chosen to receive a box of each of the eight core flavours so they can create their own “ultimate crisp sandwich” from each flavour following Dean’s recipes that will be published on the Burts website.
Alongside the “ultimate crisp sandwich” social media competition, Dean will also be blogging about his involvement with Burts, offering top tips on how shoppers can build their own “ultimate crisp sandwich”, plus taking part in PR and social media via Twitter and Instagram.
Says Dean: “I agree with Burts. If you really want to enjoy a crisp sandwich, then ‘Do it Right’ and let it be the “ultimate crisp sandwich”. I’m particularly excited about this partnership because both Burts and I are from the South West and we’re both passionate about big, bold flavours – all the right ingredients to liven up dull lunches!”
Simon Knight, Sales & Marketing Director at Burts Chips, added: “With the wide reach of this campaign to engage around 2m social media followers, we’re expecting it to create quite a buzz and lots of debate around exactly what makes “the ultimate crisp sandwich”. I’d encourage retailers and foodservice operators to get in on the act, via their own social media channels and by recreating Dean’s recipes as feature menu items – and of course by stocking the key flavours in the Burts’ range.”
JB Foods Launches Audio Campaign To Enhance Customer Service Delivery
Scotland’s leading independent catering wholesalers is aiming to boost its customer service offering through an investment in on-hold marketing.
JB Foods employed audio branding specialist PH Media Group to create a series of bespoke voice and music messages, designed to keep callers engaged and entertained whenever they are put on hold, transferred or ring up outside of office hours.
Deployed over the telephone, these messages are used to communicate key details about the company’s latest promotions to help increase product awareness while ensuring the caller experience best reflects the overall image of their quality brand.
“For us, audio branding is about more than generating enquiries – it’s about portraying the professionalism of our company,” said Phiona Boyd, Office Manager at JB Foods. “On-hold marketing is an excellent system that effectively reaches your end user. Our callers always pick up on new content and they have the reassurance that their call hasn’t been cut off.”
Established for more than 50 years, JB Foods is an independent, family-run organisation who pride themselves on their high standards of customer service.
“Forcing a caller to wait on-hold with only monotonous beeps or silence for company can leave a customer feeling unappreciated which can prove detrimental,” said Mark Williamson, Sales and Marketing Director at PH Media Group.
“By employing on-hold marketing, JB Foods can be sure they are doing all they can to provide a professional caller experience while helping to boost the number of inbound enquiries."
Kirsty’s Set To Drive Sales And Awareness Of Free From Foods
Kirsty’s and Kids’ Kitchen, one of the UK’s leading providers of allergen-free, chilled ready meals, has appointed Cheshire based PR and marketing specialists, The Source Partnership, to help drive sales and boost market share in the sector.
The six figure budget will include both online and offline marketing support and aims to capitalise on the increase in sales of free-from food and drink that have seen value increase by 26.9% to £96.5m and volumes rise by 21.9% in the last year.
Kirsty Henshaw, founder and managing director of the business comments; “We’ve seen strong growth in both the business and sector in recent months and feel that the time’s now right to push the brand further and gain greater traction amongst our customers and retailers.”
Louis Hill, Partner at The Source Partnership comments, “Almost 60% of the population has bought from the free from category in the last year so we’ve been challenged to increase demand and frequency of purchase. The campaigns will focus on the fact that free from foods provide a worry-free option, taste fantastic and can be enjoyed by anyone at any time.”
The considered marketing campaign will include greater social media interaction, brand and awareness building exercises, as well as developing a new website that acts as a source of information on lifestyle, allergies, intolerances and healthy eating.
Kirsty’s currently provides seven award-winning dishes each packed with flavour as well as being gluten, wheat and dairy free, low in saturated fat and containing at least 1 of your 5 a day. Every meal in the range also contains less than 400 calories, receiving official recognition as one of the healthiest ready meals in the 5:2 Diet Book and winning numerous awards, including the Free From Food Innovation Award in 2015.
More recently, the brand has responded to demand for a kids range, introducing Kids’ Kitchen in 2015. The naturally healthy, child-friendly and stress-free range of ‘free from’ chilled ready meals is aimed at kids aged 2 to 9 and offers a selection of 7 tasty dishes, with an RRSP of £1.95 for a 250g pack. Like the Kirsty’s range, every meal is gluten, wheat and dairy free, with no added sugar and low in fat and salt, changing the face of convenience food for kids.
Kirsty’s is partnered with Pro-Pak Foods to produce the range, taking a proactive approach to sourcing the finest ingredients and using a range of artisan processes to achieve authentic styles and taste. The ‘lock in’ freshness techniques used mean that meals can stay fresh for up to 35 days preserving the quality, taste and flavour as well as vitamins and minerals. The technique eliminates the need for preservatives, artificial ingredients and reduces waste to around 1%.
Kirsty’s range of allergen free, chilled ready meals was launched in 2012 by founder, Kirsty Henshaw, while the Kids’ Kitchen range was launched in 2015. The trusted brands can now be found in over 1400 supermarkets throughout the UK, with an RSV of £6m, meeting demand for readily available, healthy meals for a busy lifestyle.