01 January 2015

Sharwood’s set to serve up some excitement

Sharwood’s is returning to the nation’s TV screens with three new adverts, showcasing its three simple steps for creating Chinese dishes at home.  

Over the last three years, the eight weeks leading up to Chinese New Year* have contributed to an incremental £17.6m RSV to the category, which is on average, an additional £5.9m per year[1]. As the UK’s number one brand in Asian cuisine, Sharwood’s is in the perfect position within the Oriental category to make the most of the annual event and propel Chinese cuisine to the front of mind for shoppers.  
The first advert will air on Thursday, 5th February and will be supported by radio broadcasts and press inserts targeted at key shopping days, such as the end of the week and weekends. The three adverts will each feature a mum in the kitchen making a quick and simple yet delicious popular Chinese dish. It will showcase a top-selling sauce from the brand’s extensive Oriental range and demonstrate the three easy steps to creating a truly tasty Chinese meal.
Helen Warren-Piper, Marketing Director for Premier Foods Grocery, comments; “This period is an opportunity to encourage consumers to recreate the familiar oriental dishes they know and love in the comfort of their own home. We believe the main barrier faced by Oriental products is that shoppers fear that a lack of skill and time will result in a meal that does not live up to taste expectations. We are taking this opportunity to educate and inspire with a wide choice of multi-component dishes and accompaniments that deliver irresistible Chinese flavours.”
The UK is still in love with Chinese cuisine, with 719 million Oriental individual meal occasions currently occurring in British homes[2]. Chinese New Year offers retailers a huge opportunity, with 60% of shoppers who currently engage with the festivities admitting to purchasing more Oriental products after the promotional period is over[3].
“We want the UK population to feel confident in creating their own Oriental Feast at home throughout the year – Chinese New Year is a great catalyst for this as 4% more UK households buy in to Oriental over this period versus the rest of the year[4]. This makes the occasion the biggest seasonal event for the category and the reason why Sharwood’s is investing in adverts designed to send shoppers to the Oriental shelves both this year and beyond,” concludes Warren-Piper.
- Ends -
For more information, please contact Natasha Sharma or Charlotte Sylvester at Cirkle on 01494 731750 or at [email protected]
Note to editors:
As one of Britain's largest food producers, Premier Foods is committed to delivering the taste the British love, with food that's made in Britain by people who understand British consumers. We supply a range of retail, wholesale, foodservice and other customers with some of Britain's best loved brands, including Ambrosia, Batchelors, Bisto, Loyd Grossman, Mr. Kipling, Oxo and Sharwood’s. The company employs around 4,000 people operating from 13 sites from across the country.
[1] IRI Grocery Outlets, 52 w/e 27th December 2014 and 8 w/e 22nd February 2014 Chinese & Thai/Other Oriental
*Chinese New Year 2015 will take place on 19th February 2015.
[2] Kantar Worldpanel 02 Mar 14 vs 03 Mar 13 Wet CS&A, Ingr & kits : Spend (£) 12 w/e
[3] Kantar Worldpanel Purchase, 52 w/e to 04.01.15, Oriental Wet CS, Accomps, Ingr & Kits
[4] Kantar Worldpanel Purchase, 12 w/e 30.03.14 vs. average 12 w/e for 2014 Oriental Wet CS, Accomps, Ingr & Kits

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