Crisp ‘n Dry launches new cookbook

2 Mar 2010

Iconic cooking oil brand, Crisp ‘n Dry, is launching a major new on-pack promotion to help attract new consumers to the category.

Shoppers can claim a free limited edition cookbook with a till receipt, 60 pence postage and packing and a label. Each cookbook includes 42 delicious recipes from tasty pancakes and French onion soup to traditional fish and chips and succulent lamb burgers.

The promotion, which will be in-store during the run up to Easter, is designed to highlight the versatility of Crisp ‘n Dry, broaden its usage and tap into the popularity of home cooking.

It follows a wave of activity from Crisp ‘n Dry which saw the brand redesign its labels ?¢‚Ǩ‚Äù changing them seasonally to communicate the variety of cooking styles, and the launch of a major consumer press advertising campaign based on a new brand positioning of transforming food ‘from good to great’. The campaign, which kicked off in September, reached more than 14 million adults* across the UK.

Neil Brownbill, marketing director for Princes Foods, said: “Our recent press advertising campaign has consolidated Crisp ‘n Dry’s position as the UK’s number one cooking oil brand.

“By educating consumers about the versatility of Crisp ‘n Dry and encouraging them to extend their usage of the oil, we expect to see strong growth in sales and drive value into the category.”

The promotion is launching on its 2 litre bottles which can be found in all major supermarkets.

ENDS

All data is Nielsen Scantrack 52 w/e 26.12.09 unless otherwise stated
*Source: Mediaedge:cia

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