A new promotional campaign designed to encourage more consumers to eat fresh British leeks launches on the 1st November to highlight the new 2017/18 season, which runs from November to April 2018.
Backed by the Leek Growers Association, a collaboration of leek growers and seed companies, the initiative is designed to raise awareness of the nutritional and taste benefits of fresh seasonal leeks, while demonstrating just how easy they are to prepare and cook.
In practice, this means that a broad range of print, broadcast and social media channels will be targeted via a comprehensive PR campaign that aims to bring the seasonal British legumes to the attention of the consumer.
The campaign will have a strong focus on the nutritional benefits offered by leeks and in particular recent research findings from the University of Colorado that demonstrate prebiotics – a type of dietary fibre which boosts levels of beneficial gut bacteria – could help improve sleep and relieve stress. Leeks are one of the best natural sources of inulin, a type or prebiotic.
The campaign is working with award winning nutritional therapist and author of “The Gut Health Diet Plan” Christine Bailey. Christine has created a suite of leek-based, gut friendly recipes and drafted a series of consumer feature articles that interpret the recent academic findings and how they can impact consumers’ daily lives.
Christine Bailey says: “Not only are leeks packed with essential vitamins and minerals they are rich in specific health promoting antioxidants and particular types of fibre known to promote a healthy gut.”
Tim Casey the British Leek Growers Association chairman adds: “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.”
