World Foods brand Tropical Sun is launching its Winter 2015 integrated marketing campaign for its coconut range.
The ‘live now’ campaign will aim to raise awareness of the brand’s coconut water, coconut milk, coconut oil, creamed coconut, coconut peanuts and new organic coconut sugar.
The national campaign features prime time programme sponsorship across ethnic TV channels, reaching millions of consumers right across the UK. There is also sponsorship on radio, alongside print and online marketing support, which will be heightened in the run up to Christmas.
Over the past few years the brand has continued to invest significantly in consumer awareness, as well as NPD. In 2015 alone the brand has added an Organic Cold Pressed Virgin Coconut Oil and Organic Coconut Sugar to its portfolio.
Brand manager Jag Singh said: “We now have four products in our coconut range which are the proud recipients of a Great Taste Award. This year our Creamed Coconut and Cold Pressed Virgin Coconut Oil were recognised by the judges. They join our Crunchy Coconut Peanuts and Coconut Milk Powder, which have received the accolade in previous years, and bring our total tally of award winning products to 11.”
The brand has continued to enjoy consistent year-on-year growth, as it reaches out to new audiences and strengthens its relationship with its core fan base. However, the brand is confident that the World Foods opportunity is still in its infancy as the category sheds its image as niche and specialist, and becomes ‘mainstream’.