Love British Food 2012 saw some of the biggest names in retail and food service running British food promotions during the Olympics. Running in parallel with the Games, Love British Food 2012 gave shops, pubs, restaurants and community groups a platform for capitalising on Olympic patriotism without incurring the wrath of the Olympic brand police.
The promotion was a resounding success, particularly in the catering sector, with positive customer feedback across the board. But it’s the sales successes that prove the message. Examples include:
“Our main £5 lunch promotion that we run in Tesco In Store Cafes was updated to run with only British food and linked to the Love British Food logo. Since its launch we doubled sales of this offer in real terms and this continues to grow WoW
Justin Phillips, Head Of Marketing – In Store, Compass Group UK & Ireland.
“We have really enjoyed supporting Love British Food this year and have had an active awareness campaign of our British food running throughout the summer. Our ‘Great British Summer’ theme promoting British products such as British Rump Steaks, Welsh Lamb Racks and Scottish Fishcakes was highly successful. Sales of Aberdeen Angus Beef burgers and British Duck Breasts were up by nearly 1,000%!”
James Armitage, Marketing Director, Brakes.
“The Garden Centre Group was proud and delighted to participate in ‘Love British Food 2012’with over 40,000 customers enjoying traditional home-cooked British recipes using as many ingredients from the UK as possible. The menus proved extremely popular in our 95 Garden Restaurants, whilst the free accompanying recipe leaflet should have those great British favourites gracing tables for years to come.”
Costas Constantinou, Head of Restaurants at The Garden Centre Group.
“Love British Food has generated a lot of interest and a very good amount of business. Our 100% Dorset Tasting Menu resulted in sales being up 7%. The liberal use of the Love British Food logo also entrenched our reputation as a champion of locally produced and reared food.”
Charles Lotter, General Manager at Summer Lodge Country House Hotel, Restaurant and Spa.
The legacy – what next?
Alexia Robinson, organiser of Love British Food 2012 makes recommendations, the key ones – in H & C News’ view – being:
- The Olympics have made ‘Britain ’ one of the most valuable brands in the world. Retailers, caterers and producers can capitalise on this by putting the spotlight on their British credentials. ‘Local’ and ‘Regional’ have their place, but let’s do more to shout about British food.
- Don’t wait for the next sporting event or jubilee for another big promotion of British food. Patriotic food promotions work! Love British Food runs year-round and British Food Fortnight returns to its traditional autumn date next year (21st September to 6th October 2013).
Next year Love British Food 2013 activities run throughout the year and British Food Fortnight will take place 21September to 6 October 2013.
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