Brassica Growers Association plans further PR after campaign wins awards

A pilot PR campaign aimed at boosting cauliflower sales has won two Chartered Institute of Public Relations (CIPR) PRide Awards and prompted the Brassica Growers Association (BGA) to launch a full-blown, three-year campaign.

The trial campaign was run in February this year by Pam Lloyd PR for the BGA and was such a success that sales of the vegetable went up by 25 per cent at the time of its launch.

For this reason, Pam Lloyd PR scooped the coveted gold award for the Best Use of Media Relations, as well as the gold award for Best Low Budget Campaign (£10,000 and under) at the PRide Awards.

The CIPR judges said it was "an excellent campaign, which was highly creative and attention grabbing given the perceived mundaneness of an ordinary vegetable".

The campaign highlighted the benefits of cauliflower over broccoli - creating some good-natured competition between the two brassica types.

BGA chairman Phillip Effingham achieved a prime-time TV slot on BBC1's The One Show as a result of the campaign, which also helped cauliflowers get coverage on BBC Radio 4 and in newspapers including the Daily Mail, The Guardian and The Times.

The pilot project was intended to show BGA members how a focused PR campaign could bring positive results. The BGA is now funding a broader programme of activity.

Effingham said: "I'm happy to announce that the BGA is going forward with Pam Lloyd PR with a campaign that will launch in January 2010 and run over the next three years. The team will work initially to create a new website for us and will focus its attention on each brassica in turn, devising activity tailored to the individual crops."

He added: "BGA members grow a fabulous range of healthy, tasty, British crops and are united in their belief that the time has come to start shouting about them."

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