The campaign will launch on June 4 and centre on a TV ad created by Quiet Storm. It will be accompanied by outdoor advertising.
The ad features a young male farmer strolling naked through a rural
village, while enjoying a Richmond Ham sandwich. The farmer proclaims
the benefits of natural ingredients, and the ad is set to the Sammy
Davis Jr song, ‘I’ve gotta be me’.
Claire Winstanley, marketing director, meats, at Kerry Foods, the
maker of Richmond Sausages, claims the new product is “game-changing for
the ham market.”
In addition to the TV ad, the campaign will feature a sampling
campaign running across Asda and Tesco stores throughout the summer.
The sampling will include farmer-themed sampling bars and stands, which will offer shoppers the chance to try the cooked ham.
Kerry Foods launched its Richmond brand into the cooked ham category in the UK in May.
The Irish food manufacturer claims the product is the UK’s first cooked ham made with 100% natural ingredients.
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