In a bid to further ‘grow’ brand awareness, Swiss confectioner Ricola has announced plans for a major sampling and PR campaign, which will include the sponsorship of a garden at this year’s BBC Gardener’s World Live at Birmingham (10 – 14 June).
Designed by gold medal winning gardener Chris Myers, The Ricola Natural Herb Garden forms the cornerstone of an awareness raising campaign and will incorporate all thirteen of the herbs that give Ricola their unique soothing and refreshing taste.
Andy Richman, Ricola Country Manager for UK and Ireland, comments: “The garden has been designed to bring a flavour of the Swiss mountains to the UK and is great for showcasing the ethos of the Ricola brand, while also helping educate the British public about the versatility of herbs. There will be over 100,000 visitors at the Show, many of whom fit our target consumer profile.”
In addition to the garden, Ricola will be distributing more than 2 million samples at events including the London Marathon, the Great North Run and Grand Designs, as well as a series of shopping centre roadshows, which will take place across the country.
The PR campaign, meanwhile, will see a series of promotions placed with national newspapers and women’s magazines, while also implementing a number of initiatives that should help create a buzz in the target publications.
Ricola Swiss Herb Drops are available in convenient bags, sticks and cartons in delicious flavours including Original Swiss Herb, Elderflower, Cranberry, Lemon Mint and Menthol. The recommended retail price starts from 50p for a stick pack.