Kerry Foods has launched a consumer and trade campaign in the UK that will promote the fact that it uses 100% British wheat in the flour in its baking brand, Homepride.
The 100% British wheat status will be updated on pack and communicated across point-of-sale, print and online advertising, PR, and social media from 1 September.
The campaign is designed to promote the heritage of Homepride flour and what differentiates it from other brands, in order to drive sales for the range and encourage consumers to purchase Homepride products.
The commitment is a brand category first, Kerry Foods claimed, and will take pride of place on the refreshed CEKA pack design, which maintains the iconic Homepride flour branding, features new standout colours and highlights the brand’s unique selling points: that it is pre-sieved and ready to use, resealable, mess-free, and fresher for longer.
Homepride Flour marketing manager Kate Wells commented: “Homepride Flour consistently meets bakers’ demand for quality and value with a brand they can trust. We are so proud our flour is made with 100% British wheat and we have full traceability to back up our ‘100% British wheat’ promise.”
The updated packs will begin rolling out in all major multiples and independents from September 2016, until the end of year, with a recommended retail price of £1.50 for 1kg packs and £1 for 500g packs.
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