English Apples & Pears has handed a six-figure PR brief to Richmond Towers Communications to “put British apples at the top of the nation’s shopping lists”, following a five-way pitch.
The campaign, which starts this summer to coincide with the key domestic apple season, will seek to make shoppers understand that British is best and create compelling reasons for retailers to stock more home-grown apples.
The campaign will also aim to put Bramley cooking apples back on family dinner tables, with an new approach to reinvent the famous British variety.
English Apples & Pears CEO Steven Munday said Richmond Towers had impressed by challenging the original brief to shake up the organisation’s approach to communications work, creating a programme packed with great ideas and a strategy to engage the target audience throughout the customer journey to the point of purchase.
“We were particularly impressed by the Richmond Towers Communications’ creativity and its confidence to use pre-pitch research that really challenged our brief.
“They have come up with an original and engaging campaign that we look forward to seeing activated ahead of and during the all-important British harvest at the end of summer.”
Richmond Towers CEO Rob Metcalfe added: “Fresh produce is in our DNA, having run many successful campaigns in this sector, including putting South African Avocados and American Sweet Potatoes on the map in the UK, while we recently won a competitive pitch to handle the consumer brief for California Walnuts in the UK.
“We look forward to helping to drive sales of British apples with a campaign that will be both fun and impactful.”