NPD AND MEDIA
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SHARWOODS HITS SMALL SCREEN FOR FIRST TIME IN FIVE YEARS
SHARWOOD’S IS BACK ON UK TV SCREENS FOR THE FIRST TIME IN OVER FIVE YEARS WITH A NEW £1M CAMPAIGN TAKING CONSUMERS ON A TASTE ADVENTURE.
Sharwoods unveiled its first TV ad for five years
the next step towards modernising Indian meals
on Monday with a creative that showcases
further, bringing the vibrant and colourful flavour
the Sharwood’s Indian range and shows how
inspiration of India to consumers in a fresh and
consumers can be transported on a taste
engaging way, while re-establishing Sharwood’s
adventure inspired by modern-day India’s culture,
as a contemporary, authentic brand.
traditions, flavours and colours.
“The advert aims to attract younger shoppers
The ad will run for three months with brand
and generate that sense of excitement by bringing
owner Premier Foods aiming to bring younger
the vibrant and colourful flavour inspiration of
shoppers into a category that traditionally is most
India to consumers. We’re perfectly positioned to
popular with those aged 45 years and older.
do just this, as an authentic brand that has been
The TV campaign is ideally timed to capitalise on the growing number of people who have become more adventurous with their cooking under lockdown, with many trying to recreate restaurant favourites. This has contributed to growth of 16.4% [IRI, Jan 2021] for the cooking sauces and accompaniments category. Andrey Sokirkin, Brand Director for Cooking Sauces and Accompaniments at Premier Foods, comments: “For the last few years, Sharwood’s has been on a journey of modernising Indian cuisine. While maintaining high quality standards on our core range, we have also brought innovative products to market that help shoppers enjoy Indian food in new ways. “At a time when more people are cooking and experimenting at home, our vegetable side dishes, starters and Sharwood’s wrap kits have been well-received. As a result, the brand attracted an additional 3.8m shoppers last year versus 2019 [Kantar, Oct 2020]. Our new TV campaign will be
18 I SLRMAG.CO.UK / ISSUE 46 / WEDNESDAY 10TH MARCH 2021
bringing great flavours from around the world to UK homes since 1889.”
