Kerry Foods has launched a consumer and trade campaign to promote its new use of 100% British wheat in its Homepride flour.
The 100% British wheat status will be updated on pack and communicated across POS, print and online advertising, PR and social media from this month.
The campaign is designed to promote the heritage of Homepride flour and its stand out USP’s, to drive sales for the range and encourage consumers to purchase quality flour.
The company said that Homepride’s ‘100% British wheat’ commitment is a brand category first and will take pride of place on the refreshed CEKA pack design, which maintains the Homepride Flour branding and features new stand out colours.
The pack also highlights the brand’s selling points – pre-sieved and ready to use, re-sealable, no mess, stays fresh.
Kate Wells, Homepride Flour’s Marketing Manager said: “Homepride Flour consistently meets Bakers’ demand for quality and value with a brand they can trust. We are so proud our flour is made with 100% British wheat and we have full traceability to back up our ‘100% British wheat’ promise.”
The updated packs have begun rolling out in all major multiples and independents with a RSP of £1.50 for 1kg packs and £1.00 for 500g packs.