This month has seen the start of a partnership between Princes and Crown Food Europe called Love Canned Food. The scheme that has been created between the two companies focuses on showcasing the positive benefits of canned food with a view to increasing the number of sales.
The project will be trying to put across the advantages of buying canned food, including the quality of the product, the taste, value, convenience and sustainability. It is also hoped that this partnership will help to dispel any myths that surround canned food in order to encourage more people to buy the products. Among the myths that will be addressed as part of the project such as that canned food uses loads of preservatives.
The Love Canned Food project will be carried out across a range of multi-channel communications. This means that the campaign will include digital marketing, a consumer website, work from a recipe developer, PR and influencer engagements as well as using social medial.
To UK retailers it is thought that the canned food industry is worth around £2.2 billion. Research has also shown that 1.24 million kilograms of canned food are bought each year in the UK. Despite these amazing figures the industry has had to overcome a great many challenges over recent years. It is thought that more than 99% of households buy canned food each year and the category offers a great quality product that is value for money. With almost everyone using canned food, it is still a relevant purchase option for many consumers. However the younger consumers in the market are not as aware of the benefits of using canned food and could also have misconceptions over the quality other product and the taste.
Love Canned Food hopes to challenge the misconceptions about the nutritional value, quality and taste for canned products, with the younger consumers being the main target of the communication set up by the campaign.