The core role of the activity, created by integrated agency Haygarth, is to drive awareness and trial across new product variants and increase both weight and frequency of purchase across the Sharwood's range, which includes Chinese, Indian and Thai food.
The campaign kicks off with in-store sampling, offering consumers a taste of Sharwood's Microwave Noodles in Sweet Chilli or Rich Soy and Sesame flavours. This will run until the end of May and will be followed up with sampling of the brand's Indian Side Dishes.
The activity will be supported by recipe suggestions and 25p money off next purchase coupons to encourage consumer trial of different products.
Sharwood's door drops will be distributed to one million households in the form of a concertina postcard that features each of the three Sharwood's chefs.
The postcards highlight products within each of the cuisines with visuals, recipe ideas and a message from the chef to inspire the consumer to try something new.
A fourth postcard containing six time-triggered 50p money off next purchase coupons, two per cuisine, will be used to drive trial across the range and increase frequency of purchase.
The will also be updated to promote the new product range and reflect the ATL creative.
The whole below-the-line drive is integrated with the ad campaign, created by McCann Erickson. The central theme "Sharwood's so much still to discover" runs throughout featuring the Sharwood's chefs and key imagery from the TV ad.
Sarah Frederickson, marketing manager of Sharwood's Sauces, said: "We want to encourage consumers to make their weekly exotic night a Sharwood's night and give them a helping hand to create fantastic tasting meals.
"This campaign has been developed to maximise consumer awareness of the whole Sharwood's range and drive consumer trial."
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