Roots Hand Cooked Vegetable Crisps are a delicious artisan snack, which has born and bred Lancashire credentials. In 2014 when the crisp brand secured its first supermarket listing in leading Northern retailer Booths, it called upon ICG to generate greater brand awareness targeting the high-end foodie market.
With the ultimate goal to drive consumer sales, Roots challenged ICG to raise awareness with a fully integrated campaign incorporating PR, digital content and regional advertising.
Establishing an online presence through Facebook and Twitter channels was high on the agenda with key messages naturally developing a personality for the brand focusing on its Lancashire credentials and the earthy character of the hand cooked parsnip, beetroot and carrot crisps.
Together with samples and press packs, traditional PR activity ran through the course of the campaign with features appearing in key regional titles such as Lancashire Life, Live Ribble Valley, Lancashire Living and trade publication, The Grocer.
ICG developed a hardworking press office, which included sampling opportunities, a presence at North West food events as well as arranging for Roots to be a headline sponsor at The Lancashire Tourism Awards.
ICG has continued to work on Roots' social media campaigns with audiences growing everyday.
Conversations around the seasonal events from summer picnics to the festive party season as well as competition link-ups provide engaging content and interaction.
Press coverage achieved includes online, radio and press exposure at the Lancashire Tourism Awards, which has reached more than 2.5million consumers and has positioned Roots as a leading Lancashire snack with increasing sales as well as an expansion of Booths supermarket listings.
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