Bramley dessert search kicks-off apple campaign

A search for a new "Bramley classic" is the main theme of this year's Bramley apple campaign, English Apples & Pears (EAP) chief executive Adrian Barlow has revealed.

Speaking at last month's National Fruit Show, he told growers the new campaign was being launched this month with EAP's new media partner - - on television and radio, including ITV's This Morning, in magazines and newspapers and on websites.

Celebrity chef Mark Hix, author of British Seasonal Food and British Regional Food, is fronting the new campaign. Barlow explained: "We are inviting the public to invent a new classic dessert alongside Bramley apple pie and crumble."

He said he hoped the campaign will help top last season's sales to multiples, especially since goodto has more than 900,000 users a month.

Sales to multiples have increased slightly every year for the past three years. Last season they reached 17,673 and in 2008-09 they were 17,334 - compared to 17,299 in 2007-08. Barlow also said sales to multiples so far this season were 4.2 per cent ahead of last year.

The Bramley campaign has also already generated an advertising equivalent of more than £1m thanks to features such as recipes in the media.

Barlow said: "We are keeping Bramley relevant by reaching out to new consumers and using new communications channels such as Twitter and Facebook." This year's Bramley crop is still likely to be less that last season's 95,000-tonne crop.

Meanwhile, Morrisons last month became the retailer with the largest market share of English apples, taking up 24 per cent of the market. Barlow said: "Other retailers may well overtake them but this nevertheless shows what a terrific job they have done of their in-store promotions."

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