Love Canned Food (LCF) initiative launched by Crown Food Europe and Princes Group has continued to expand its reach to promote the benefits of canned food to consumers. Holly Bell, a TV presenter, family recipe writer, blogger and mom to three boys, has joined the campaign as a brand ambassador. In this role, she has been collaborating with Azmina Govindji, a highly respected nutritionist and dietician, to create a wide range of recipes that can be prepared using canned ingredients. The recipes are posted to the LCF website.
In 2018, LCF has launched a high impact communication campaign that covered 40 insertions across 12 different titles over a three-month period. Through this campaign, LCF has been highlighting the nutritional benefits of canned foods and their increasing popularity via prominent U.K.-based women’s publications as well as several mainstream and trade outlets including Heat, Take A Break and Hello Magazine, The Times, The Sun, The Daily Mail and The Grocer. The goal was to encourage consumers (25-44 year olds women with school-aged children) to open up to the wholesomeness and tastiness of canned goods and highlight the unmatched sustainability credentials of metal packaging. These channels are expected to raise awareness among an audience of over 1.6 million people.
LCF has also taken to Instagram to engage consumers with four quick and easy polls. Using the hashtags #MondayMotivation and #AllInTheCan, LCF asked consumers questions such as if they preferred to add canned raspberries or canned peaches to yogurt. Participants were entered to win £100 in supermarket vouchers. There were 647 entries across the four competitions and LCF gained 121 new followers gained after these had ended.
Since its launch in June 2017, LCF’s campaigns have reached over 56.3 million people.