News: In-store promotions support Greencore launch

The Greencore Group has supported the launch of its new brand of high-quality chilled meals for the convenience sector with field marketing and other in-store promotional activity.

The new range, under the name of Kiveton’s Kitchen, offers 27 different dishes from around the world, from modern British classics to Italian and Asian cuisine as well as breads, accompaniments and sauces.

Communications agency Brahm was tasked with handling promotional solutions, field marketing and public relations surrounding the launch.

It arranged field sales and consumer promotions along with in-store sampling around the trial launch. The campaign also involved development of point-of-sale and other promotional material.

Brahm also launched a media campaign to raise awareness across the convenience sector using a mix of PR and advertising in the sector-specific trade press.

Development of the branding and packaging was handled by design agency Parker Williams.

Greencore spokesman Tim Ryan said: “Brahm and Parker Williams have worked together to create a fantastic brand which feels like an equal competitor to the existing premium own-label solutions produced by the major supermarket chains.”