Asparagus
Case study
Asparagus
PLPR has run the Asparagus PR campaign for the last 20 years, promoting the crop in the UK season and latterly during import season too. Using a variety of campaign tactics underpinned by industry data, we have contributed to a significant uplift in demand for asparagus.
In 2001 Kantar data showed 2.1% of UK households, just over 480,000, bought asparagus. That figure now stands at 35% or 9.4 million households. With the consistent support of the UK grower association, retailers getting alongside the industry and a long term, coherent approach, this is one of the longest running and most successful fresh produce PR campaigns.
Over the last two decades, the UK season campaign has evolved to accommodate new trends and shopper habits. From consumer sampling and celebrity chef events to influencer marketing and media relations, the campaign message has remained consistent. Buy, cook and enjoy British asparagus in season.
The campaign has made British asparagus season a fixture on the media, consumer and hospitality calendars. From modest beginnings with the support of 3 growers the campaign is now supported by over 100. We have delivered over 5,000 pieces of media coverage and reached millions of shoppers; through national, regional and local media; in newsprint, magazines, broadcast and online.
Outside the British season, we run the campaign to support imported crop. Consumer demand remains strong for the product after the traditional end of the season on Midsummer’s Day, 21st June, and before St George’s Day 23rd April, the traditional start to the season. British growers have been successful at extending the season in some years to start in March and finish in early July. Once this crop is gone we are reliant on asparagus from elsewhere. From July to mid March we focus on asparagus’ health attributes.
