The Love Radish campaign will aim to increase sales during the traditional summer season and to help drive sales outside their core summer peak.
G's Marketing head of marketing Anthony Gardiner said: "Household penetration of radishes is currently at 26 per cent. Our key target for the radish business is to increase this to 30 per cent over the next three years and we feel confident that putting a PR campaign in place will help us achieve this goal.
"We've been delighted with the results Pam Lloyd PR has delivered for our Love Beetroot campaign over the past year so look forward to achieving similar success with the Love Radish campaign."
The campaign will promote radishes as "not just a bite on the side" through a collection of recipes, from simple spring serving suggestions and crisp summer salads through to chutneys, stir-fries and even detox juices. These will be available for download on the supporting campaign website www.loveradish.co.uk.
G's British radish crop is grown by the G's cooperative of farmers based in the East Anglian fens of Norfolk and Cambridgeshire. Radishes are the first British field-grown vegetables to be harvested each year in the UK and are in season from late April to October.
- For further details, see www.loveradish.co.uk.