PR efforts spearheaded by growers utilising social media

Growers are at the forefront of marketing British asparagus through involvement in social media, organisers of the industry PR campaign told the agronomy day.

Pam Lloyd PR partner Dieter Lloyd said: "One of our aims this year has been to attract 'millennials'

- those who have become consumers since 2005. Social media lets us have conversations with them directly rather than providing content to print or broadcast media." He added that you would have to pay a celebrity five or six figures to take part in a campaign but they will Tweet for free.

Asparagus Growers Association chairman Chris Chinn was "the voice of asparagus" this season, reaching around 2.5 million listeners through BBC local radio, while a spot on BBC Radio 2's Drivetime show reached a further six million.

Pam Lloyd of Pam Lloyd PR, who has worked to promote asparagus for 14 years, said this season's approach focused on ways to maximise impact for minimal cost. "At this level of expenditure it's a drip-drip effect, raising market penetration by maybe one-to-two per cent a year."

On the "Asparatour" to promote the home-grown crop, she said: "We can't do any more with the product itself so we find new angles to make it interesting."


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