HAVE A MEAT FREE BBQ

New Product Campaign

New Product Campaign Producers of vegetarian foods, Garden Gourmet, wanted to raise the profile of their range ahead of the summer, and ensure people were aware of their vegetarian alternatives to sausages and burgers when planning their summer barbecues. The campaign would help introduce the products to the British public, as well as complement supermarket promotions running in the same period.

The coverage involved a day of radio interviews with celebrity chef and author of vegetarian cookbooks, Lesley Waters (Ready Steady Cook, This Morning), and an on-air competition where listeners could win a Garden Gourmet BBQ set. We also produced a recipe video featuring Lesley which allowed Garden Gourmet to fully utilise their celebrity spokesperson. Between interviews and the competitions, the campaign encompassed 57 items of coverage and a total combined weekly reach of over 11 million.

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