Food and drink PR specialist Richmond & Towers has been appointed by G’s Fresh to launch the Love Beets brand into Tesco stores across the UK, encouraging shoppers to make beetroot their must-have dining accessory this summer, and beyond.

The announcement follows a successful year for R&T, which has featured multiple award wins and the addition of several high-profile accounts to its roster, including Pukka, Estrella Damm, pladis and Nestlé Skin Health.

R&T’s answer to G’s Fresh brief for Love Beets brings a combination of high-impact PR activity, content creation and social media strategy to the fore, with a creative ‘Live Colourfully’ campaign that positions its unique beetroot range as a simple way to add a deliciously healthy splash of colour to everyday dishes all year. 

R&T’s managing director Nikki Thomson says, “We have a history of handling successful brand launches in the UK, as well as a wealth of fresh produce experience under our belt. We’re delighted to have the opportunity to put this expertise to work for the Love Beets brand, and inspire shoppers up and down the country to discover their one-of-a-kind range of beetroot products with a fun, compelling and creative campaign to drive rate of sale and really make an impact.”

G’s Fresh head of marketing for global brands, Jenni Danby says, “When we saw R&T’s response to our brief we knew immediately that they have the creativity and strategic thinking we need to ensure a stand-out launch for the Love Beets brand in the UK. The creative platform, ‘Live Colourfully’ is spot on, and we’re excited to see it come to life through an integrated PR and social media campaign over the coming months.”

The account will be handled by R&T’s food and drink division.