White Pearl, the ethnic food brand from Bestway subsidiary Map Trading, has launched a new advertising campaign.
The brand features on over 560 locations including six sheet posters, 48-sheet billboards and bus panels at strategically placed sites in high-density Asian areas in England and Wales.
Nawel Badsi, brand manager for White Pearl comments: “The current campaign extends White Pearl’s reach to shoppers outside our traditional heartland of independent ethnic food stores and will bring new users into the White Pearl rice brand. We are also sure that once they have tasted the quality of the White Pearl rice consumers will buy into other products in the range which now boasts over 300 speciality world food products.”
The campaign, which runs until the end of September, also includes significant digital activity with a new Curry Lover’s Kitchen website and a “Find the Pearl” competition running on the brand’s Facebook and Twitter accounts. The competition, which runs until September 11, invites consumers to take a picture of any of the current adverts, post it on Facebook or /Twitter with hashtag #FindThePearl for a chance to win a weekly prize of John Lewis vouchers.
Badsi continues: “This year has seen significant investment placed behind White Pearl both in terms of advertising and extensive consumer research. Given the brand’s provenance and authenticity, coupled with the fantastic loyal customer base that White Pearl enjoys, we are confident in further developing the brand and offering customers more opportunities to purchase.”