Encona, the UK’s no.1 hot pepper sauce brand (IRI UK Table Sauces, Unit Sales, MAT 52 w/e 30th January 2017), is launching a new above-the-line campaign to get consumers cooking from scratch at home.
The fully integrated campaign, launching in May, will include outdoor, digital, social, PR, and in-store activity, designed to showcase the brand’s versatility as both a cooking ingredient and table sauce.
Impactful creative will position Encona as a key ingredient to boost flavour in classic dishes such as spaghetti Bolognese, chicken salad and vegetable stir fry, providing added appeal for shoppers unfamiliar with the chilli sauces category.
The new creative will also be featured in-store at the fixture.
Sam Bidgood, brand manager at Grace Foods UK, said: “Our range of sauces is inspired by flavours from around the world, and our research shows that those buying into the chilli sauces category love to experiment when it comes to cooking at home.
“With this new campaign we wanted to demonstrate the incredible versatility of the Encona range when used by home cooks; we’re confident that this fresh direction will not only heighten shopper awareness, but will also enable retailers to grow sales by introducing new shoppers to the category.”
Grace Foods UK is encouraging retailers to dual-merchandise bestselling table sauces on seasonal fixtures and branded merchandising units to grow sales, in addition to using POS to signpost the category in-store.