Princes has launched an integrated marketing campaign, ‘So Good. So Simple’, to support its canned fish and fruit product ranges.
Reaching at least 8.4 million consumers, the initiative will involve a partnership with some of the UK’s largest radio stations, social and digital media, in-store sampling, coupons, a new website with improved user experience and the renewal of the brand’s successful partnership with celebrity dietician Lucy Jones.
The activity has been driven by consumer research and trends showing that shoppers are looking for tasty, easy and nutritious meals. It demonstrates how Princes meets those needs while encouraging them to increase their repertoire of dishes made with canned fish and fruit.
Neil Brownbill, Marketing Director for Princes Limited, says: “We have put an integrated marketing strategy in place to ensure we reach families through engaging content via channels that they most actively consume.”
The campaign will promote Princes Tuna Chunks in Springwater and its range of Tuna Fillers as simple, tasty toppings for jacket potatoes, alongside Princes Mackerel and rice as a quick protein and Omega 3-rich meal solution for busy lives.
Consumers will also be encouraged to try Princes Peaches, Mandarins and Mango with Juice – which are packed from fresh and contribute to one of your recommended five-a-day – as a convenient breakfast with yoghurt.
Brownbill adds: “We are confident that this campaign will provide a valuable boost for the brand and wider category.”
The campaign launched at the end of September and runs until March 2018, the activity builds on the success of the brand’s 2016 marketing initiatives which contributed to increased value sales of more than 12% on the featured lines across Princes Fish and Fruit products.