Veg Power has announced a partnership with Sakata, Barfoots and Waitrose on its ‘Better with Butternut’ campaign.
The non-profit alliance will lead the campaign to celebrate the British butternut season and inspire families to cook with the vegetable.
It has been timed to coincide with peak British harvest and will include in-store presence at Waitrose, content, and influencer activity.
From mid-October, customers will be able to spot stickered British-grown butternut squash in Waitrose stores with the Union flag and campaign hashtag #BetterWithButternut.
To inspire shoppers in the kitchen, a series of short video recipes will showcase how simple and delicious butternut squash can be – supported by social media activity from chefs and nutritionists.
“We were really encouraged by the impact of last year’s Better with Butternut campaign, which helped more people discover and enjoy this fantastic vegetable,” said Dan Parker, chief executive of Veg Power. “We saw a significant uplift in the number of households choosing butternut squash. And importantly, many continued eating it even after the campaign ended.
“This year, we’re building on that success to show how simple, versatile and delicious butternut squash can be.”
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