SUNNY SIDE UP APPOINTED BY BRITISH BERRY GROWERS
British Berry Growers (BBG) has appointed Sunny Side Up as its UK retained agency.
BBG is the industry body for the British berry industry, which is worth £2 billion to the UK economy. Its members supply over 95 percent of the berries (strawberries, raspberries, blueberries, and blackberries) in UK supermarkets, and it directs world-leading berry research, represents the interests of berry growers to Government and funds Love Fresh Berries, a year-round consumer campaign that celebrates the taste, health and value of British berries.
The core of Sunny Side Up’s brief is centred around UK consumer recruitment and includes all media relations, running BBG’s social channels and working with influencers. The agency will also assist on communications support for lobbying work and any issues or crises.
The account will be led by Sunny Side Up MD Zoe Ward-Waring and agency founder Nick Woods, reporting into BBG’s chairman, Nick Marston.
Nick Marston says, “We have been aware of Sunny Side Up and their work in the fresh sector for some time – there is no doubt in my mind that they know and understand the sector brilliantly. Nick, Zoe and their team delivered a very strong pitch presentation which demonstrated not only their sector knowledge, but also some brilliant strategic and creative thinking. I think they will bring a blast of fresh energy to the world of British berries.”
Nick Woods says, “British berries are among the best in the world – delicious, packed full of both flavour and goodness and eaten at almost every meal occasion throughout the day by everyone from eight to 80. With ultra-processed foods and HFSS foods demanding so many headlines and pushing millions towards ever-healthier eating, it is clear that fresh British berries have a significant role to play.
“We are therefore delighted to be working with the full UK industry membership on everything from demand growth to trade and corporate comms, helping to ensure our brilliant growers get what they deserve and that more consumers than ever choose their brilliant produce.”
Zoe Ward-Waring says, “It is tough to be a berry grower in Britain today. Despite the sector almost doubling in value since 2015, 85% of growers recorded declines or revenue stagnation in the first few years of the 2020s. To be able to help British berry growers not just survive, but thrive, is the kind of comms challenge we get excited by and we look forward to delivering.
“Sunny Side Up has a long and successful track record of award-winning work for a broad range of food brands across a host of categories (fresh, pre-prepared, wholesale, cereals, cheese, antipasti, bakery and more) and we obviously aim to do the same for British Berry Growers.”
