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Food brand Birds Eye is targeting commuters with a London sampling campaign to promote its latest product launch, Steamfresh.
To promote the 17-strong range and show consumers that side dishes can be as exciting as the main, Birds Eye has reimagined a vegetable stand at Waterloo station.
Thousands of samples were handed out to members of the public as people headed home from work.
The stand is the result of a new study by Birds Eye revealing the nation’s eating habits.
According to the research 3.5 million Brits haven’t eaten a vegetable in the last week, and one in four (25 per cent) find preparing and eating veg boring.
Almost half of the Londoners questioned (47%) blamed their long journeys for not allowing time to cook a meal in the evening, with over half (54%) admitting they only manage to eat two or less portions of vegetables each day.
Birds Eye has been supporting the launch of Steamfresh with an investment of almost £5.6m in the first three months with an extensive multi-media campaign including TV, outdoor, PR, in-store, digital and sampling.
A nationwide promotion also sits on the brand’s Facebook page, urging consumers to create their own version of Steamfresh.
The game gives consumers the chance to win a foodie holiday, stylish microwaves and other prizes.
The new range hit shelves in September this year, forming part of Birds Eye’s ‘Food of Life’ strategy to pioneer quality food that livens up mealtimes.
With the range expected to receive £36m in retail sales value in year one, Steamfresh is the umbrella platform for a wide range of products driving a new steaming category.
Says Adam Draper, Birds Eye General Marketing Manager said: “Birds Eye is always looking at ways to push new boundaries to make mealtimes more interesting and tasty.
“We’re really excited to be bringing Steamfresh to market and showcase the taste credentials of vegetables.
“We’re really proud of the range and hope it will prove that veg shouldn’t just be a need-to-have but a really nice-to-have at mealtimes.”
Steamfresh is available from £1.79 and £1.99 RRSP and can be found in retailers including Ocado and Tesco.
Co-op Reward Food Customers With Christmas Membership Card Promotion
A new loyalty promotion called “Swipe and Win” will see thousands of Co-operative members receive prizes worth a total of £1.3 million - every day for three weeks in the run up to Christmas.
Between 19 November and 9 December Co-operative Food customers, presenting their membership card at the checkout, will be entered into a daily draw with the chance of winning a host of prizes.
On offer every day will be: £2,500 of Co-operative Food vouchers; a Samsung television and soundbar; a Hotpoint American fridge freezer together with £100 of Co-operative gift vouchers and a £1,000 voucher to spend on Bosch branded products at Co-operative Electrical.
As part of “Swipe and Win” Co-operative members will also have the chance of winning instant prizes including a £20 sales voucher or free products at 2,800 Co-operative Food stores across the UK.
Steve Murrells, Chief Executive Retail, said: “We hope our members will enjoy taking part in Swipe & Win. With £1.3 million of prizes up for grabs, by simply handing over their card at the checkout, members have a chance of winning one of the four prizes on offer each day or receiving instant in-store prizes.
“Of course, there are many other facets to membership of The Co-operative which enables people to have a say in the running of the business, join campaigns and to take part in organised events with other members.”
Anyone can become a member of The Co-operative Group and shoppers can join at their local Co-operative food store.
The on-pack promotion offers consumers the chance to win one of 50 ‘Indulgent Experiences’ including one star prize of a two night break in a suite with dinner and bed and breakfast.
The other 49 prizes consists of: 30 x Afternoon teas for two at one of the 21 Hand Picked Hotels, 10 x overnight stays at a Hand Picked Hotel with dinner and breakfast, 5 x spa experiences for two and 4 x £50 Hand Picked Hotels gift vouchers.
The collection of Hand Picked Hotels are renowned for their high quality, classically British hotels in rural settings across the British Isles, with locations ranging from the New Forest and Jersey to the Cotswolds and Edinburgh.