Client: Plantation Reserve
The West Indies Sugar & Trading Company (Wistco), the Barbados-based sugar company that produces and exports high-end selected cane sugar under the Plantation Reserve brand, has launched its first ever UK consumer advertising campaign.
Urging UK consumers to be more selective about the sugar they use, it carries the strapline, “Better sugar, not more of it”.
The autumn marketing campaign includes consumer print and online advertising, public relations, competitions and events and is valued at over £250,000.
The print execution features a set of scales balancing a mound of golden Plantation Reserve with standard white sugar. The supporting copy is about Plantation Reserves’ ‘cut above the rest’ quality and encourages consumers to weigh up the benefits of the sugar they currently choose.
The launch of the Plantation Reserve brand and related marketing support represents the beginning of a marked premiumisation of the sugar category.
The company was established with the government of Barbados in order to help sustain the sugar industry on the island in the face of dramatic cuts in EU subsidies.
Managing director of Wistco, Chris Docherty, says “As a sugar company we want our product to be successful in the UK but never at the expense of the principles that we practice in Barbados where moderation is the key to a long and healthy life.
“We would encourage reducing sugar intake in line with broad health recommendations and for those occasions when sugar is required, we recommend smaller amounts of better quality sugar. All of which may sound a little odd coming from a sugar company but then we believe in better sugar, not more of it.”