A new promotional campaign designed to encourage more consumers to eat fresh British leeks launches this week (1st November 2024) to highlight the 2024/25 season and will run from November 2024 until April 2025.
Backed by the British Leek Growers Association: a collaboration of eight UK leek growers and five seed companies, the campaign is based around the theme of Resourceful Recipes.
It will embrace the current cost of living crisis by introducing budget friendly ways to cook with leeks and minimise waste. The campaign will use grower profiles to highlight the leek’s journey from British farms to consumers’ forks. The nutritional benefits of eating leeks will also be showcased, with a focus on their inulin content and prebiotic qualities.
A broad range of national and regional consumer and news publications and broadcast media will be targeted via a comprehensive PR campaign that aims to bring seasonal British produce to the attention of the public.
A key strategy for 2024/25 will be to engage with social influencers, recognising that social media is now often the first ‘port of call’ for consumers seeking recipe or nutritional information. BASF Nunhems are contributing to this element of the PR campaign by funding a social media initiative that will see a team of micro-influencers promote British Leeks throughout the season.
Popular food influencer and author of The Savvy Shopper’s Cookbook Amy Sheppard says: “Leeks are one of my favourite comfort ingredients. They are at their best from November to April, which is perfect, as it’s the time we most need a bit of comfort food! They are sweet and versatile and a great addition to stews, soups, pasta dishes and roast dinners.”
Tim Casey, Leek Growers Association chairman added: “While the cost-of-living crisis continues to bite, it’s important for consumers to know that they can still create healthy, seasonal recipes, using British produce, on a budget.
“This campaign aims to highlight the health benefits associated with eating leeks, while demonstrating how consumers can produce cost effective, easy to prepare and tasty meals with leeks at their heart.”
