19 March 2009

Sharwood’s stirs up sales with new TV ad campaign

Read about the Sharwood's chefs culinary tour of Asia.

Premier Foods’ leading cooking sauces brand, Sharwood’s, hit the small screen this month with the launch of an exciting new national advertising campaign.

Featuring the strap line ‘So much still to discover’, the new Sharwood’s ad is filmed documentary style, and follows the Sharwood’s Chefs on their culinary tours across Asia discovering new recipes and ideas. It stars ‘hero’ products Szechuan Kung Po, Thai Green Curry, and Rogan Josh.

The ad first aired on 6 March and runs throughout March, April, May, June, July and August and then, after a short break, is on air in October through to Mid November. The new campaign represents a considerable £5 million investment for the Sharwood’s brand and is expected to drive growth throughout the year as part of a larger marketing campaign.

Paul Bright, Brand Controller for Sharwood’s, says: “This new advert reinforces Sharwood’s position as offering consumers a ‘taste of adventure’ in their cooking and conjures up our chefs’ passion and enthusiasm for our cooking sauces and accompaniments.

“Initial research into the ad has proved extremely positive, and we expect it to be a fantastic success and really drive sales for the brand.”

Airing in 40 sec and 10 sec versions, the TV campaign will be supported by print advertising end extensive PR.

The cooking sauce and accompaniments category is currently worth £945m and growing at 5.5% The Sharwood’s brand is worth £80.6m , and accounts for 8.5% of the market. Sharwood’s is the only brand with products in the Chinese, Indian and Thai markets.


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