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Crosse & Blackwell invests £1m promoting British soups

Wednesday October 29, 2014 at 10:33am
Crosse & Blackwell is investing an additional £1m to promote its Best of British soups with national TV and outdoor advertising as well as in-store promotions including sampling. The activity will launch in November to make an impact for Crosse & Blackwell at the beginning of the soup season. As well as promoting its range of soups, eight of which have been endorsed by the Good Housekeeping Institute, the campaign will highlight the brand’s commitment to British farming and quality ingredients. Marketing spend will be heavier in the strong soup selling regions of Granada and Central. The original £2m campaign in January 2014 saw Crosse & Blackwell back on national TV for the first time in more than a decade. The TV ad was shot in locations that capture the essence of British farming, such as the western edges of the Peak District and the arable farming area of Tarleton in Lancashire, and the cast was comprised solely of real farmers. The TV ad campaign was supported with national radio, press, digital advertising, outdoor 6 sheets, in-store sampling and in-store promotional activity. Chris Wright, marketing director for Crosse & Blackwell, says: “We have invested almost £3m in marketing in 2014 to promote the Crosse & Blackwell brand focusing on our British provenance, which has helped to re-establish Crosse & Blackwell as a classically British brand that provides great quality and value. It’s this proposition which gives us a real point of difference in the market and one that consumers have bought into.” The Best of British soups are made using regional British ingredients such as Wiltshire-cured ham, Dorset Ale, Melton Mowbray Stilton and garden peas sourced from Cambridgeshire. Chris Wright added: “Earlier this year we made a commitment to increase the volume of domestically-grown produce we purchase. In addition, we’ll also be continuing our association with the National Farmers Union by sponsoring the NFU annual conference in February.”
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