British Chicken Marketing (BCM) and Ocean Spray have joined forces for a range of promotional activities aimed to boost campaigns for both companies.
The partnership links BCM's 'buy British' campaign with a brand new sauce created by Ocean Spray 'Just for Chicken'.
The Just for Chicken cranberry sauce is described as 'softer and smoother' than Ocean Spray's Original Cranberry Sauce and is already available through selected retailers. It will take centre stage at BCM's Great British Chicken stand at this year's BBC Good Food Show at Birmingham NEC, between 22-26 November 2006.
Visitors at the show will be able to enjoy regular cookery demonstrations at the Great British Chicken stand, T170 in Hall 18 - including some featuring the new cranberry accompaniment. The sauce will also feature in one of the recipe leaflets that will be available for visitors to take away.
In return, Ocean Spray is pushing a 'buy British chicken' message within its own PR campaign, and will remind consumers to look for the Red Tractor and Union Jack on chicken packaging. Just for Chicken promotional activity includes press visits, recipes, e-mailers and competitions, and both companies are setting up reciprocal links to each others' websites.
"We're delighted to be teaming up with Ocean Spray," explains BCM chairman Charles Bourns. "Just for Chicken and Great British Chicken are perfect partners, and by working together, both brands can benefit from increased publicity and impact."
Jamie Robinson, commercial director at Ocean Spray International Services (UK) Ltd, added: "We see a great opportunity to make cranberry sauce an all year round product. The tremendous support provided by Great British Chicken will help raise awareness and drive consumer interest in both products and we look forward to developing a lasting relationship."