52 - NAPOLINA

This growth has been driven by the successful “for the love of Italian food” campaign which has been showing the public how to effortlessly make great Italian food. This has been through a series of tv ads, social media activity, and a broad partnership with BBC Good Food which includes advertorials and a Good Food hosted microsite showcasing recipe ideas.

Additionally an influencer campaign was executed to focus on innovation including our unique Drained and Ready to Serve canned pulses.

Market leaders in tomatoes, dried pasta and pulses, an additional 2m consumers have bought Napolina over the past year, and the brand’s penetration now stands at 57% of UK households. Napolina products were eaten on 3.5 billion occasions in 2020. A key theme for our progress to date is sustainability. In addition to the market leading work already done on tomato supply chain transparency, we’ve launched on-pack QR codes telling the Napolina story of quality and sustainability and we are switching to cardboard packaging for Napolina pasta, saving almost 200 tonnes of plastic from landfill each year.

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IT’S NOT JUST THE PASTA AND TOMATO KEYSTONES WHICH HAVE LED THE GROWTH - SUCCESSFUL LAUNCHES OF NEW PRODUCTS DURING 2020 INCLUDED GLUTEN FREE PASTA, PREMIUM SAUCES AND GNOCCHI.

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Jimmy Doherty

BRAND AMBASSADOR

The Crosse & Blackwell brand was boosted through the 2019/20 soup season by a successful TV campaign. Backing up the catchy ad was a PR push featuring TV presenter and farmer Jimmy Doherty. Jimmy was very active through both traditional and social media in his role as a brand ambassador, helping new product launches with press and radio interviews as well as with his social media presence.

Field to bowl goodness goodness

Launching into the nation’s cupboards during the coming soup season will be three new recipes - Cream of Roasted Mushroom, Scotch Broth and Chicken Broth. Made with British ingredients, these three have real potential to be very popular with consumers.

We will build on the success of last year, for this year’s soup season, partly through wider distribution of the well-received TV advert. Jimmy Doherty’s popular appeal will continue to be a vital part of this campaign. His message will shift to the importance of shoppers buying British produce to support the nation’s farmers, which emphasises Crosse & Blackwell’s heritage as a British company. In addition, we will do more to raise our social media profile. The campaign for this year will be complemented by promotional work both online and in store.