Ainsley Foods Company spotlighted its couscous range last week, using a five-day in-store activation fronted by TV chef Ainsley Harriott to drive product trial, showcase recipe versatility and create high-impact engagement across nine Morrisons stores.
Taking place across Yorkshire, Greater Manchester and Lancashire, the campaign combined live couscous sampling, recipe inspiration, shopper interaction and surprise-and-delight moments, with Ainsley meeting customers in store and demonstrating how the range can work across quick lunches, salads, family meals and easy everyday cooking.
As part of the activation, one shopper at every store was surprised with a £100 Morrisons voucher, while additional customers took home Ainsley Foods goody bags.
Alongside the store tour, Ainsley Foods Company donated £3,000 worth of food in each of the three regions visited to charities supported by Morrisons, supporting community organisations across Yorkshire, Greater Manchester and Lancashire.
Mike Benton, Managing Director, Ainsley Foods Company, said: “The Where’s Ainsley? tour is about bringing our couscous range to life in a way that’s relevant, engaging and useful for shoppers. Sampling is one of the most effective ways to encourage trial, and having Ainsley in store gave us a strong opportunity to demonstrate the range’s versatility. We’re also delighted to be supporting local charities alongside the tour as part of our wider commitment to the communities we visit.”
Ainsley Harriott said: “Getting out into stores and meeting shoppers is always one of the best parts of my job. I loved chatting about food, sharing recipe ideas and showing people just how easy it can be to create delicious meals at home. Hopefully we sent plenty of shoppers home feeling inspired – and with a few smiles too!”
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