Our trade teams have been busy with a trio of new launches. We AMAZ-ED key trade influencers with the launch of Premier Foods’ biggest cake category npd by sampling 2,000 new AMAZE-BITES. Delivered inside ‘Big Night In’ packs to capitalise on the ever-increasing trend for staying in, our media tour included interviews with trade media that converted to online editorial within an hour.

And to launch new ‘SuperSoft Recipes’ (from wrap experts Mission Foods) to the foodservice sector, we played to the brand’s Mexican heritage. Our interactive breakfast press briefing at a Mexican restaurant saw journalsists take part in a ‘ready-steady-cook’ style wrap-off . Still on the breakfast theme, we launched Mattessons’ new ‘Snackarchist’ TV campaign to its employees … the brand’s biggest advocates … by holding a breakfast rave at Mattessons HQ with DJ Snackarchist. Disruption continued throughout the week as our employee engagement programme encouraged staff to ‘unleash their inner rebel’.

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