Helping UK Consumers ‘Love Canned Food’
Crown Food Europe and Princes, one of the UK’s leading food and beverage brands, have teamed up to educate the country’s consumers about the unique advantages of canned food, including convenience, value for money, nutritional benefits and sustainability. The campaign, called Love Canned Food, also aims to dispel misconceptions that many consumers have about the quality and taste of canned foods.
Younger consumers are a key audience for the campaign, inspiring its presence on Instagram and YouTube, where they can share photos of recipes made using canned food and access video tutorials. The multi-channel campaign also features contributions from several ambassadors including blogger, author and finalist of Britain’s biggest baking TV show, Holly Bell, and respected dietitian Azmina Govindji.
The canned food industry is worth £2.2 billion to UK retailers, with 1.24 million kilograms of canned goods being purchased by the country’s consumers each year. This initiative seeks to educate shoppers and support the canned category, enabling both Crown and Princes to further demonstrate that the metal can is a high quality, convenient and 100% recyclable packaging format with a strong future.