Princes fish range

Canned food giant Princes has launched a six-month integrated marketing campaign to promote its fish and fruit portfolio.

The £1m push, which carries the strapline ‘So Good So Simple’, will encourage consumers to increase their repertoire of “easy and nutritious meals” made with canned fish and fruit.

Reaching at least 8.4 million consumers, the initiative will involve a partnership with some of the UK’s largest radio stations. It will also cover social and digital media, in-store sampling, coupons, a brand new website with improved user experience and the renewal of the brand’s partnership with celebrity dietician Lucy Jones.

The campaign will promote Princes Tuna Chunks in Spring Water and its range of Tuna Fillers as “simple, tasty toppings” for jacket potatoes, alongside a push for Princes Mackerel and Rice as a quick protein and omega-3-rich meal solution for busy lives.

Shoppers will also be encouraged to try Princes Peaches and Mandarins & Mango with Juice as a convenient breakfast with yoghurt, the brand said.

“We have put an integrated marketing strategy in place to ensure we reach families through engaging content through channels they most actively consume,” said Princes marketing director Neil Brownbill.

“We’re confident that this campaign will provide a valuable boost for the brand and wider category,” he added. The campaign will run until March 2018.

Combined revenues for the Princes canned fish and fruit portfolio fell by £32.5m during the 12 months to 20 May to £100.8m [IRI Grocery Outlets].

It comes as the brand also expands its mackerel and tuna ranges with three new variants exclusive to Tesco.

The launch of a new Ventresca Tuna Fillets range represented a move into “more premium territory” for Princes, the brand said. The tuna fillets are available in Olive Oil, Basil Infused Oil and Chilli Infused Oil flavours (rsp: £2.50/111g) and were “ideal for serving on a salad”.

Princes has also reintroduced Mackerel Fillets in Moroccan Style Sauce - which won the fish category at The Grocer’s New Product Awards in 2015 - as part of its core offering (rsp: £1.39/125g), and extended its Princes Fillers range to include a Tuna, Tomato and Peppers flavour (rsp: £1/100g).

“We are confident that the latest additions to the range will boost perceptions of the brand and the wider category,” Brownbill added. “Each has a clearly defined usage occasion which will be communicated via an ongoing programme of integrated marketing and promotions.”