Consumer, Food and Drink PR - Bramley Apples
- For almost 20 years, Nexus has been working with The Bramley Campaign to promote the Bramley as the cooking apple to home cooks and professional chefs alike, as well as the manufacturing and foodservice sectors.
- This long-term campaign has built strong support among opinion-leading celebrity chefs and food writers, who now champion the Bramley’s superior cooking and eating qualities through print and broadcast media.
- As well as targeting older consumers who are Bramley loyalists, the campaign reaches out to younger ‘foodies’ by highlighting the product’s versatility, such as its suitability for use in fusion dishes.
- A website, www.bramleyapples.co.uk has been developed and is now a key communication tool, providing inspiration directly to consumers online and via a quarterly e-newsletter
- The Bramley celebrated its bicentenary in 2009 and this was used as a platform to communicate its continued relevance, as well as celebrate its heritage.
- The campaign focused on the way in which Bramley has been ‘discovered’ by all sections of modern Britain’s multicultural society and demonstrated how it has been incorporated into traditional cuisines from around the world.
- The bicentenary milestone was also marked by the installation of a new stained glass window in Southwell Minster, the Bramley’s birthplace, serving to underline the Bramley’s provenance.
- In the first three months of 2009, the campaign achieved a 9.5% increase in the sales of Bramley apples, worth an additional £500,000 to the Bramley growers who fund the activity.
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