Princes has announced a six-month partnership with celebrity dietician Lucy Jones in support of its fish and fruit line-ups.
The campaign is scheduled to kick off on 9 September across press, radio and digital to enhance the brand’s ongoing Really Simple, Royally Good messaging and its current Ambient Fruit at Breakfast push.
Jones will endorse the lifestyle benefits of eating both canned fruit and fish as part of a balanced diet, with the aim of showcasing the relevance of ambient food for younger families, at a time when tinned fruit is down 6.1% in value sales to £159.8m and canned fish has lost 7.4% or £490.7m [Kantar Worldpanel 52 w/e 24 April 2016].
“As an established and well respected food nutritionist, Lucy is an excellent spokesperson for Princes,” said the brand’s marketing director, Neil Brownbill. “She understands the science of canned food and believes in its benefits.”
Jones, who recently worked with babyfood brand Little Dish on its product revamp, added: “As a genuine advocate of the category, I am glad to help challenge any misconceptions around the nutritional benefits of canned food and, in doing so, help the nation find simple, easy ways of eating healthily.”
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