12 November 2009

Mission Foods drives sales with celebrity chef

Mission Foods, the world's No.1 tortilla and wrap manufacturer , is enlisting the expertise of top TV chef Lesley Waters to capture the public's imagination and attract new consumers to the Mission Deli Wraps range.

Lesley's celebrity endorsement is set to drive even greater awareness and spearhead sales of the Mission Deli Wraps which is already valued at £15.56m , with strong YOY growth of 42.6%.

Capitalising on consumer trends for traditional and tasty home grown food, Lesley Waters has created a range of 'Best of British' recipes using Mission Deli Wraps. A digital campaign which showcases Lesley in action has also been created to demonstrate the ease and versatility of Mission's Deli Wraps.

This latest activity is part of a much wider marketing investment for 2009 which includes television advertising unveiling the 'nation's favourite wrap' and Mission's bakery sponsorship of the 13th National BBQ Gastro Alfresco campaign.

Ian Job, European Marketing Director, says: “Working with Lesley Waters will bring a fresh focus to the brand and further consolidate Mission's position as the UK's favourite wrap. We believe that having the support of Lesley will further spearhead category growth and drive profit opportunities for retailers.