Seabrook Crisps has launched a consumer sampling campaign to support the launch of its three-strong Food Heroes Lattice sharing range.
This month, more than 6,000 peel & share packs (120g) of Chorizo and Chicken Jalfrezi flavours will be included in Degustobox, a monthly direct mail service that provides new food and drink products to subscribers across the UK.
The snack brand will also deliver nationwide activity through food blogger engagement and competitions on social media channels.
Launched in June, Food Heroes was developed in partnership with three award-winning independent food and drink producers based in Yorkshire: Indian restaurant chain Akbar’s (Chicken Jalfrezi), craft ale maker Black Sheep Brewery (Steak & Ale), and charcuterie producer Three Little Pigs (Chorizo). It is part of the Lattice portfolio introduced in 2014 and now worth £4.5m [Nielsen 52 w/e 23 April 2016].
“We want to encourage shoppers to pick up Food Heroes when they are stocking for major sharing occasions taking place over the summer, as groups gather to watch the Olympics or get together for barbecues and picnics,” said Seabrook marketing director Kevin Butterworth.
The brand’s core crinkle cut range will also be boosted in July with major sampling activity at the Great Yorkshire Show, set to take place at the end of the month.