Nine brands from across grocery are coming together for collective campaign ‘It’s Lunchtime’, which aims to rustle up enthusiasm among consumers over their midday meal.
After kicking off at London Victoria and Waterloo stations last week, the roadshow will visit 30 Tesco and Sainsbury’s large-format stores around the UK where an estimated 450,000 visitors will be given samples and demonstrations by Bahlsen, Bol, Frijj, Heinz, Kingsmill, Lavazza, Leerdammer, English Provender and Wall’s.
Run by promotional agency Brand Belief, It’s Lunchtime is in its second year. Last year the campaign surveyed 750 consumers, 69% of whom said they ate the same lunchtime meal at least three times a week – which it said validated the mission to ‘liven up lunch’.
“As a start-up, this is definitely a big financial commitment from us but worth it given that nothing sells our products better than giving people the opportunity to taste our delicious pots,” said Nader Khosrovani, marketing director at Bol Foods. “And what better place to do it than outside our key customers.”