With almost 50% of purchases of Veg Pots taking place in London, Innocent is planning to initially focus on the capital with an initial £1.2m marketing investment, before rolling out activity nationally in the New Year.
Innocent said that the Veg Pots line, which were introduced via Waitrose in September 2008, is worth £15m in yearly sales. Jo Taylor, new categories marketing manager at Innocent, said that although the launch of Veg Pots had gone well, the company needed to raise awareness of the product.
TV advertising begins this week across London terrestrial channels, with outdoor running across the underground from mid-October. There will also be national press advertising this week. The advertising outlines what Veg Pots actually are, whilst also pushing benefits such as providing three of a person's five-a-day portions of fruit and vegetables.
Innocent will be running in-store marketing to drive trial of its Veg Pots, which is also introducing three new recipes this week. The recipes form an autumn range, consisting of Autumn Woodland Risotto, Roasted Beetroot Quinoa and Roasted Aubergine Moussaka, offering eight variants to consumers in total.
Supporting the in-store activity, Innocent will be sending out direct mail to consumers offering money-off coupons, which can redeemed in-store. The company currently has distributions deals with Waitrose, Tesco and Sainsbury's. There will also be a tie-up with the Tesco Clubcard to promote Veg Pots.
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