Kerry Foods appoints Iris Experience for sampling drive

by James Quilter , promotionsandincentives.co.uk 10-Nov-09, 10:03

LONDON - Kerry Foods has appointed Iris Experience to create a £500,000 launch campaign for a new premium range ready meals.

The agency has been briefed to create a UK experiential campaign to drive trial of the new products, which will be targeted at a "adventurous cooks" who believe ready meals lack flavour. It will launch in March next year.

Iris Experience was giving little away about the campaign while the brand name has yet to be finalised by Kerry. However the agency compared the upcoming work to similar experiential campaigns it has done on behalf of coffee brand Lavazza.

The Lavazza campaign for its coffee machines involved targeting enthusiasts of the drink and creating an experiential event as which it retailed the products. The Kerry activity could follow a similar path.

Additionally the agency is also working on a guerrilla marketing stunt. Additional marketing support will include an above the line campaign created by Saatchi & Saatchi.