Merchant Gourmet, the UK’s leading pulses and grains brand, is embarking on a marketing campaign planned by Yonder Media which harnesses the power of some of the UK’s most popular podcasts. The campaign launches next week.
It sees Merchant Gourmet sponsor Fearne Cotton’s ‘Happy Place’, James Acaster & Ed Gamble’s ‘Off Menu’, Dr Rupy Aujla’s ‘The Doctor’s Kitchen’, and ‘Food for Thought’, presented by Rhiannon Lambert.
In each podcast, the hosts will create their own bespoke and personal brand endorsement for Merchant Gourmet, themed around the concept of creating delicious, nutritious lunchtime meals that are easy to prepare and better for the planet. Merchant Gourmet’s Lunch Made Simple Campaign aims to help Brits revive their lunch break, following recent research revealing that 65% of Brits are feeling uninspired by lunchtime meals.
At the same time, the brand will appear in a series of ads running across the Acast podcast network’s Food & Drink category. The month-long campaign will see Merchant Gourmet’s lunchtime message reach over 500,000 listeners facing the eternal question of what to have for lunch.
Richard Peake, Managing Director at Merchant Gourmet, commented: “We’re really excited to be sponsoring podcasts for the very first time – using trusted voices to reach our target audience with our Lunch Made Simple Campaign. We want to show how making simple, sustainable changes to your habits can save you time and money, while providing new and exciting, plant-based inspiration with our tasty range of pulses and grains.”
Ed Cox, Founder and Managing Director at Yonder Media, said: “Merchant Gourmet is well known for its high quality ingredients and healthy pulses and grains and there is a huge opportunity for the brand to become a lunchtime staple, especially with the increased rates of working from home. Its ready-to-eat range balances health, taste and convenience, making it perfect for those looking for a convenient and healthy lunchtime meal.”
The podcast sponsorships begin on 12 September and run until October. Further activity is planned for Pinterest, aimed at 18- to 34-year-olds who are interested in food and drink, health and plant-based recipes.
Merchant Gourmet has spent the last 30 years sourcing and creating the best plant-based ingredients from around the globe. Today, the brand continues on its mission to inspire more people to eat more plants, through making small, sustainable changes that are better for their health and the planet.
Best-known for its colourful pouches of pulses, grains and top-selling chestnuts, Merchant Gourmet continues to pioneer new and exciting plant-based products that are simple to prepare and taste delicious.
Source: Yonder Media
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