Fresh Produce PR Campaign Case Study | Dutch Peppers

Florpartners/EU – Fresh Peppers

Create an event to put fresh peppers back on the map and in mums’ shopping basket, by increasing awareness of the health credentials and versatility of peppers
Winner of The Grocer’s ‘Top Campaign Awards – Fresh Produce’

The Story

With a fixed EU brief – create an event, in a specific week, with a limited budget – our challenge was to create a simple concept that would get the media excited about fresh peppers.

We know what makes the food and health media tick – on and off line – and this prompted us to focus on capturing the ‘courgetti effect’ for peppers, by giving the pepper a makeover.

To do this, we created a new and on-trend signature dish; say hello to the Pepper Pot – a quick and easy, healthy choice, that looks visually stunning and is ‘insta-ready’.

Once the concept was agreed, we created and photographed a series of four Pepper Pot recipes. These were also transformed into infographics highlighting our key health message – a pepper contains twice as much Vitamin C than an orange!

We approached Bruno Loubert, head chef at the Grain Store, which is renowned for putting vegetables at the heart of every dish, to create a special pepper-based menu.

We then set to work devising a schedule of desk side briefings, media house briefings and one-to-ones at the Grain Store for our very concise list of target journalists and influencers as well as a blogger challenge.

A full press kit was created, comprising press release, infographics, nutrition fact sheet and photography. The kit was used with our meetings with journalists and blogger meetings, and to ‘sell-in’ the Pepper Pot concept to a wider audience.

The Results

Client Feedback

From an initially sceptical client to …”We’re very impressed with the campaign results….we love the concept of the Pepper Pot too.”

KPIs Smashed

Coverage generated from every publication and influencer we met with and beyond.

European Roll Out

Pepper Pot concept adopted by all markets.