MARKETING MIX: Sprout row comes to the boil

Just what have advertisers got against the humble sprout?



First there was Thomas Cook's high-profile ad campaign earlier this

year, in which the travel company featured a plate of the root vegetable

accompanied by the strapline 'It's time to leave the country'.



As if that wasn't bad enough, a new row has erupted between The Body

Shop and the organisation responsible for marketing sprouts in the UK,

the British Sprout Growers' Association (BSGA).



The furore centres on The Body Shop's festive marketing push, which

comprises posters of a young boy screwing his face up at the sight of

his unfinished Christmas dinner, the main leftovers of which

are ... yes, you've guessed it, sprouts.



According to the BSGA, the posters reflect outdated perceptions of the

vegetable.



"Sprouts farmed in Britain today are smaller and sweeter tasting than

the ones we may remember from our childhood," says a BSGA spokesman.



But The Body Shop is adamant its research found that more than 50% of

adults disliked sprouts when they were young.



"Most of us can remember having to finish our sprouts before being

allowed to leave the dinner table when we were kids," says The Body Shop

UK marketing director Ronny Helvey.



In a gallant attempt to rehabilitate the much-maligned sprout, the BSGA

is encouraging supermarkets to rebrand what it terms "this versatile

vegetable" as British sprouts to flag their improved taste.



Mix for its part has fond childhood memories of uses for unwanted

sprouts, including table football and missiles for throwing at younger

siblings.



The BSGA's campaign to market sprouts to disbelieving kids may have a

fair distance to go yet.



Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer