Liquid worked with grower, exporter and distributor, Scott Farms International, to increase sales of its sweet potatoes in the UK. To raise awareness of the vegetable, its versatility as well as health benefits, Liquid created a generic ‘Love Sweet Potatoes’ campaign, which included website, all social and digital activity, and all consumer and trade branding. Celebrity chef Felice Tocchini created a collection of recipes to span all seasons, all meals and all appetites. High quality recipe cards were sent to media and given to consumers at food events. Trade activity was reinforced by exhibiting for the first time at Fruit Logistica in Berlin.

Liquid designed the stand, organised cooking demonstrations and co-ordinated international media opportunities. As a result of the campaign, Scott Farms International saw an increase in UK sales of 800 tonnes of sweet potatoes. It was named Importer of the Year at the 2012 re:fresh awards and the Love Sweet Potatoes campaign won the Gold award for Integrated Communications at the CIPR Midlands Pride Awards 2012.

Mercury Deliver box