We painted the town red and got more people buying British Tomatoes

The challenge
The British Tomato Growers Association knows British tomatoes taste better than European counterparts, but there is a lot of work to be done to get UK shoppers thinking the same way. Tasked with a brief to raise the profile of the great British tomato, our PR activity aimed to grab the attention of consumers and get more people consciously putting British tomatoes in their shopping baskets.

Our approach
Our first wave of activity saw us create six mouth-watering recipes that we placed in consumer weekly magazines to inspire readers to cook with British tomatoes. Following this, we developed a strong news story for national and regional media which launched during British Tomato Week. The story centred on Brits’ attitudes towards buying home-grown produce post-Brexit and highlighted, although Brits ‘prefer’ to buy British, most don’t check where food is grown when purchasing.

The results
We secured a total of 18 pieces of coverage, including a feature on ITV This Morning and pick up in the Daily Express, The Sun, and the Daily Mirror. Along with launching British Tomatoes’ Instagram account, we also secured 300% increase in traffic to the British Tomatoes Twitter account. This all resulted in a YOY increase in British tomato sales during the Week, something the British Tomatoes Associated directly attributed to our PR work.

We made the Great British Tomato famous with daytime TV coverage of #BritishTomatoWeek on This Morning