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Cauli Rice Gets Social In Ad Campaign To Support Supermarket Listings
Cauli Rice is launching its first ever television and digital advertising campaign from April 2017, following a call-out on its social media platforms to find real people who love the brand and could showcase how they use it as a smart kitchen ingredient.
The innovative independent British company drew inspiration from some of the 340,000 people who already enjoy Cauli Rice as a key ingredient in their home recipes. The new campaign, which will roll out nationwide on ITV and across digital platforms, brings the everyday use of the product to life and features London fitness and food bloggers Hannah and Emily of Twice the Health (@TwiceTheHealth), Mindful Chef healthy recipe kits founder Myles Hopper (@MindfulChefUK) and foodie Katherine Brook (@HealthyKBBakes), who all responded to the social media call-out.
The fastest growing brand in the rice category, Cauli Rice is simply ‘riced’ whole cauliflower, which stays fresh in the pouch for up to 12 months with absolutely no preservatives. It is designed to be an easy-to-use ingredient and cooks perfectly in a pan or in the microwave in just two and a half minutes.
The new advertising campaign was created to help support the brand’s sales across Tesco, Asda, Morrison’s, Ocado, Sainsbury’s, Waitrose and Whole Foods Market stores nationwide.
Each advert showcases a quick and easy recipe using Cauli Rice as a key component, such as blogging duo Twice The Health’s Cauli Rice Chilli Con Carne, which the pair enjoy to support their fitness regime and healthy lifestyle. The campaign is designed to inspire viewers with busy modern lifestyles to still get creative in the kitchen with convenient and nutritious meal solutions, as well as exhibit the enormous versatility of the product.
Cauli Rice has up to 75 per cent fewer calories than traditional rice, counts as one of the five-a-day quota and is low-GI (Glycaemic Index). However, despite being naturally low in carbohydrates, Cauli Rice is still a satisfying staple and provides a filling and delicious meal solution for those who are looking to get in shape or embrace a balanced lifestyle.
The three-strong advert series can be viewed on Cauli Rice’s YouTube channel and the story can be followed on the brand’s social media platforms.
Organix Goodies Chessington Promotion To Run On 7.5 Million Packs
In a first for the baby food category, Organix Goodies is partnering with Chessington World of Adventures Resort and its new Gruffalo River Ride Adventure - a world first - as it splashes into the Wild Woods at the Resort.
The special on pack promotion, offering parents and little ones the chance to GO FREE, will run across 7.5 million Goodies multipacks and will begin shipping in April.
Chris Braitch, Customer Marketing Controller at Organix, says, “With Chessington and The Gruffalo, Goodies is partnering with two amazing family brands to bring the ultimate on-pack promotion to the baby food aisle. For shoppers driven by tasty, healthy snacking choices, convenience, price and promotion this on pack ticks all the boxes, it’s a first for the category, and a sure sales-driver for retailers.”
The promotion will run on multipacks of little ones’ favourite Goodies snacks, including oaty, crispy and fruit bars; corn puffs; the recently launched puffcorn; breadsticks and gingerbread men, farm animal and alphabet biscuits. Each multipack contains a voucher which gives one adult or one child free entry to Chessington World of Adventures Resort*.
Thanks to Goodies, the UK’s leading brand of baby and toddler snacks, little ones can come face to face with the Gruffalo, as they join Mouse on a picturesque riverboat journey through the deep dark wood with exciting twists and turns along the way.
The Goodies special promotion packs will begin shipping in April 2017, in store by May, with retailer support plans scheduled through June, July and August 2017.
As an extension of the partnership, for the first time parents will be able to buy their favourite Goodies snack foods and Organix top selling finger foods (carrot sticks and apple rice cakes) at Chessington World of Adventures Resort too. In addition, Goodies raspberry & apple oaty bars and cheese and herb puffs will be part of the Kids’ Meal Deal at the Original Sandwich Co and The Coffee Hut.
Chris Braitch says, “According to our research around a third of mums currently buy baby and toddler snacks from cafes and tourist attractions, but over 70% say they would buy more if the range improved with more choice and healthy options - making on-site availability of Organix and Goodies, brands that parents trust, good news for visitors to Chessington looking to purchase snacks on the go”.
All Organix and Goodies foods come with the Organix No Junk Promise, a stamp of reassurance for parents that they are made with the best organic ingredients and contain nothing unnecessary, so toddlers get great tasting snacks without the junk.
Birds Eye has relaunched and improved the quality of its entire chicken range, which will communicate that all Birds Eye Chicken is made with 100% chicken breast.
A vibrant design will put food at the heart of the packaging, along with a new chicken logo supporting the 100% message. The £7.1m integrated marketing campaign aims to remind and reassure UK mums about the quality and nutritional benefits of Birds Eye frozen chicken and will be supported with the launch of a brand-new premium range, Birds Eye Inspirations Chicken Mini Fillets.
Chicken is the UK’s no.1 growing protein and Birds Eye’s goal is to see this growth replicated in frozen, by directly challenging common category misconceptions. In addition to the central 100% chicken breast message, the new packaging and supporting campaign will communicate that: * Birds Eye Chicken has no artificial colours, flavours or preservatives. * All Birds Eye Chickens are Barn reared. * All chickens are traceable to the farms where they are raised. * We can trace all our feed back to the farm where it was grown.
An integrated communications campaign will roll out from 3 April until late November with strong TV coverage, outdoor and Birds Eye’s biggest ever investment in digital. A partnership with the UK’s most popular parenting site, Mumsnet, will underpin online comms and will be a key factor in reassuring mums about what’s in frozen chicken, as well as showing them modern and delicious ways to serve it to their families. The six-month partnership will feature across the entire Mumsnet platform and will include recipe inspiration, forum Q&As, ‘Facebook Live’ and Instavlogs – a first for Mumsnet. Outside of the Mumsnet activity, the online campaign will be bolstered by influencer partnerships and substantial social spend to support Facebook video content inspired by the TV ad.
Birds Eye will also expand its chicken portfolio with the launch of Birds Eye Inspirations Chicken Mini Fillets range. Having successfully created a premium tier within the Inspirations range with its fish offering, Birds Eye is aiming to replicate this within chicken.
The new Chicken Mini Fillets are made from succulent whole inner-fillet strips with a variety of different breadcrumbs and capitalises on the growing trend for casual and versatile adult dining options.
Speaking about Birds Eye’s chicken campaign. Adam Draper, General Marketing Manager said: “It’s an exciting time for Birds Eye, as we have a huge opportunity to lead the renovation of a huge category that has been unloved for years. Our intention for this relaunch is to address misconceptions about frozen chicken, focusing on the fact that Birds Eye is always made with 100% chicken breast and highlighting that it is a versatile and great tasting option for weekday family mealtimes.
"The introduction of our new Inspirations Chicken Mini-Fillets and Inspirations Kievs further illustrates our commitment to quality and this too will be supported with an extensive TV-led campaign from May.
"This is Birds Eye’s biggest ever advertising investment focused purely behind our chicken business, spending £7.1m. With extensive communications, product improvements to our core range, premium innovation and new packaging, we are confident that Birds Eye will change perceptions and drive growth for brand and category in 2017.”