British Onions Set To Get A Makeover
 The British Onion Producers’ Association (BOPA) has appointed Sputnik Communications as its retained PR agency. Sputnik’s brief is to grow the market for British onions by rejuvenating their image and repositioning them as a modern health essential.
Sputnik has extensive experience in the fresh produce category, and last year won the Refresh Awards 2006, Marketing Campaign of the Year, for the extremely successful British Summer Fruits PR campaign.
The new British Onions campaign will launch in September 2007. In addition to a brand redesign - which includes an updated website and logo - the campaign will predominantly be editorial-led, using persuasive health messages to target consumer health, beauty and lifestyle pages of national print and broadcast media.
Commenting on the announcement, Tim Wigram, Chairman of the British Onion Producers Association, said: “This is a great opportunity to raise the profile of British onions and inform the public of their health benefits. We have chosen Sputnik because of its proven success in rejuvenating brands and thorough understanding of the challenges faced in our sector.”
Founded in 1986, the British Onion Producers' Association Ltd objectives are to increase the sale of British onions and to disseminate information to members to help secure the profitability of growing British onions. The association aims to promote the benefit of UK grown onions and to encourage development of better varieties and improved growing techniques with the help of the Horticultural Development Council.
For more information visit www.onions.org.uk
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