National sampling support for Ugo’s Deli Cafe

UGO's Deli Café will be promoted over six months at 20 cities throughout the UK and Ireland, sampling almost half a million consumers, and will also feature prominently at major consumer events including Clothes Show Live.

In addition, two-week radio promotions will run on key stations in every sampling city, giving 1.2 million listeners the chance to win free lunch for the office.

The programme will be complemented by a viral marketing campaign, targeting media and consumers in all the sampling locations, and a national PR programme focusing on women's interest titles.

"This is a high impact, highly targeted campaign that will introduce new consumers to the hot snacking category. We will be focusing on product quality and great taste delivery, positioning UGO's Deli Café as ideal for busy consumers who want a hot lunchtime snack that can be prepared in minutes," says Kepak Convenience Foods' Marketing Manager, Mike Lorimer.

UGO's Deli Café will be sampled at high footfall areas including railway stations, shopping centres, networking groups and major office complexes.

The start of the sampling campaign coincides with the launch of the first UGO's Deli Café permanent price marked products in the convenience channel.

Chargrilled Chicken with Mozzarella Cheese and Pesto plus Bacon, Cheese and Mustard Mayo will both be price-marked at £2.39, building on the success of market-leading Rustlers £1.89 and £1.49 permanent price-marked products.

UGO's Deli Café was launched in autumn 2007 and has already achieved annual sales in excess of £10 million*, with 1.4 million households buying the brand**.

The range was recently boosted by the introduction of a third variant, Four Cheese and Sweet Red Onion Chutney, which is suitable for vegetarians.

Source: Kepak Convenience Foods

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