Princes has teamed up with can packaging maker Crown Food Europe for a campaign to drive awareness of the benefits of tinned produce – in the face of a £85.4m loss in value sales for the category [Nielsen 52 w/e 27 August 2016].
The multichannel push is set to launch early next year to communicate the advantages of tinned goods, including quality, taste, value, convenience and sustainability. It will also challenge misconceptions and attempt to build trust for the sector.
The programme of activity will include an interactive website, digital marketing, social media, PR and events to demonstrate to consumers and retailers that canned food is ‘a relevant and credible product choice for modern families’.
“Canned food is not only nutritious, convenient and great-tasting, it is also incredibly economical and prevents waste. All of these things are increasingly important to today’s shopper,” said Chris Wright, marketing director of food manufacturing at Princes.
The brand’s fish portfolio has taken a 23.6% nosedive in value sales – a loss worth £30.6m [Nielsen] – having lost significant shelf space in the mults.
Aidan Ruddock, Crown’s commercial director, added the campaign would deliver the message that the can was “a quality, convenient and fully recyclable packaging format with a strong future”.