Tozer Seeds has been running a pop-up to promote Kalettes, a natural cross between kale and Brussels sprouts, at Hoxton’s Railway Arch, Geffrye Street, London.

Tozer’s aim was to give away thousands of free food samples, presenting Kalettes in different concoctions including a smoothie, a stir fry and a soup. Consumers were also be able to buy a bag of Kalettes at the special price of £1 with all proceeds being donated to Cherry Trees, a British charity that provides home from home respite care for children and young adults with severe learning and physical disabilities.

David Rogers, UK sales director at Tozer Seeds, says: “We want to bring Londoners the chance to sample the product and interact with our brand, but moreover we want to do it for a good cause.”

Jill Cook, head of fundraising and communications at Cherry Trees, explains: “We’ve been working with Tozer Seeds for a few years already and are very excited about this initiative. It will surely help to make a difference for many families.”

Kalettes are currently stocked in Sainsbury’s, Tesco, Waitrose, M&S, Lidl, Aldi, Co-op, Morrisons, Home Bargains and Whole Foods.

As well as its taste credentials, suppliers are keen to emphasise the health properties of Kalettes, which NHS dietician and writer Maria Dow says contain double the amount of vitamin B6 and twice the level of vitamin C than standard sprouts. They are also rich in vitamin K.

The pop-up is part of a marketing campaign including PR, promotions, events, social media and advertising which is running the UK, Germany, the Netherlands, Switzerland, the Nordics and Spain. The campaign has been created and is being managed by Mint, an international marketing services agency that specializes in food. Mint is part of the Fruitnet International network. Other clients include Pink Lady apples, Manchego cheese, Jabugo ham, the Peruvian government, Portugal Fresh and Fruit Logistica.

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The Bisto frozen ready meals range has launched a new promotion which commits Kerry Foods, which makes the products under licence from Bisto brand owner Premier Foods, to donate a minimum of £25,000 to the UK charity for wounded, injured and sick Veterans and Serving armed forces personnel, Help for Heroes.

An on-pack offer running for 17 weeks until the end of July 2017 will offer consumers who buy four promotional frozen ready meal packs the chance to claim a free Bisto and Help for Heroes branded hot pan holder.

Each entry will see 80p donated to Help for Heroes, with a guaranteed minimum donation from Bisto totalling £25,000 for the charity.

The promotion is open to UK residents (excluding Northern Ireland). To claim a pan holder, consumers have to buy four promotional packs, go online to bistodinners.co.uk/claim/ and input the unique codes from the four packs. For every valid claim received, Kerry will donate 80p to Help for Heroes.

This is the second promotion that Bisto has run linking with Help for Heroes. In May 2016, the frozen ready meal brand launched its first ever on-pack promotion, giving consumers the chance to win £5; for every winner, Bisto pledged to give another £5 to Help for Heroes.

That promotion featured on 5 million Bisto frozen ready meals packs, with a potential contribution of £250,000 to Help for Heroes.

The partnership between Help for Heroes and Bisto was negotiated by London agency MINT which also developed the on-pack promotion and digital, advertising and media initiatives.

Claire Lynch, brand manager for Bisto frozen ready meals, comments about the new pot holder promotion: “It was clear from the thousands of entries in the first phase that Bisto’s core customer base is engaged with Help for Heroes and the essential services it provides to support our armed forces. As well as continuing to raise valuable funds for our partner charity, the campaign is designed to attract new consumers, drive sales among existing consumers and increase penetration by providing additional reasons to purchase.”

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