Sharwood’s gets set for integrated sampling for Chinese New Year

Sharwood’s, the UK’s Number 1 brand in Asian cuisine has launched an integrated shopper marketing campaign for its Chinese cooking range in time for Chinese New Year in February. The campaign has been created by Wax Communications using the brand message ‘Serve Up Some Excitement’.

Sharwood’s, which is one of Premier Foods Power Brands, is aiming to increase awareness of its Chinese cooking range particularly amongst mothers who want to serve up something more exciting to feed the family. Kerry Doble, senior brand manager of Sharwood’s says, “With Chinese New Year coming up, it’s the ideal time to encourage everyone to try something new…and our Chinese sauces are the perfect choice, particularly when accompanied by Sharwood’s noodles, crackers or other oriental essentials. We asked Wax to develop a campaign that would inspire mums to create great mealtimes.”

The campaign will be seen at all major supermarkets with tailored activity including experiential sampling, at shelf point-of-sale and advertorial featured in in-store magazines. The promotion will also be seen on the Sharwood’s website where consumers will be encouraged to try the Sharwood’s Chinese range.

James Logan, account director at Wax Communications says, “We’ve developed an integrated campaign to target mums at key points of the shopper journey and increase Sharwood’s Chinese share of the market. ‘Serve Up Some Excitement’ aims to encourage busy Mums to choose Sharwood’s Chinese cooking sauces using inspirational images and messages where they are making their shopping decisions.” The campaign will run until the beginning of March.