A new promotional campaign designed to encourage more consumers to eat fresh British leeks has been launched to highlight the 2015/16 season and will run from November 2015 to May 2016.
Backed by a collaboration of eight UK leek growers and six seed companies, the campaign will be based around the theme of "Informal Indulgence", focusing on casual, hearty and uncomplicated dining.
In recognition of the growing influence of Social Media on consumer behaviour, the campaign is working with Top Ten food blogger Dominic Franks. Dominic has created a suite of new, leek-based recipes and will be acting as an advocate and spokesperson for the campaign.
In addition a broad range of national and regional consumer and news publications and the broadcast media will be targeted via a comprehensive PR campaign that aims to bring the seasonal British legumes to the attention of the consumer.
The campaign has already seen the development of a new press pack including a series of fact sheets, recipes and grower profiles. In addition, the British leeks' website is being completely revamped. The new look site will include details of the season, tips on preparing and cooking leeks, new recipes, local grower contacts plus photography - it's set to be a fantastic resource for all leek lovers, whether consumers or journalists.
Commenting on the campaign, Tim Casey, British Leek Growers Association chairman said, "Our campaign is designed to target a broad range of British consumers, from the affluent young professional to families and the health conscious. It aims to inspire and educate them about the benefits of eating seasonal, traditional British leeks and ultimately to drive trial and repeat purchase."
Food blogger and campaign advocate Dominic Franks added: 'I've always loved leeks. Leeks can add both a gentle, sweet flavour to dishes whilst also having quite a pungent kick which makes them so versatile. They're also wonderfully rich in stews and hearty soups in the winter as well as light and delicate in quiches and risottos in the summer, which makes the delicious all year round. I also adore butter and leeks love butter too so it's a win-win for everyone!'
