Targeting younger shoppers

UK: Consumers encouraged to ‘Make Everyday Herbilicious’

Vitacress Herbs has invested £40,000 in a new consumer facing campaign targeting younger shoppers. The ‘Make Everyday Herbilicious’ campaign aims to inspire and educate consumers on how fresh herbs are an essential kitchen ingredient and encourage them to cook regularly with them.
 
Launched with a brand new website www.lovefreshherbs.co.uk, Vitacress has also commissioned health, fitness and lifestyle blogger Carly Rowena to front an Instagram competition with a series of videos and blogs created and shared on her YouTube feed and website.
 

Vitacress will work with experts including The London Cocktail Club and Jekka McVicar, widely recognised as one of the country’s foremost experts on herbs and creator of Jamie Oliver’s herb garden, to produce recipes, blogs and videos showing the versatility and culinary benefits of fresh herbs.
 
Recent research* shows that consumers are most interested in consuming content via YouTube, with 88 per cent of consumers getting their fix there, overtaking Facebook as the go-to site. Additionally, half of millennials surveyed claimed that they wanted to see more video content.

Tony Reid, Head of Marketing at Vitacress said, “Nearly half of all households are now buying fresh herbs, and we’re reaching out to show that they can do so much more than garnish. Jekka and Carly are doing a brilliant job in showing the uses and benefits of fresh herbs. Youtube is an ideal platform to achieve this, and, combined with our work on other social platforms and print media, we’re confident we’ve got the balance right, and excited to see the results come in”
 
For more information:
Kathryn Race
or David Gough
Ceres PR
Tel: +44 01189 475956
Email: Kathryn.race@ceres-pr.co.uk
or david.gough@ceres-pr.co.uk

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