Skip to content
Search
AI Powered
Latest Stories

Urban Eat. shortlisted for top UK sandwich award

Urban Eat. shortlisted for top UK sandwich award

Food-to-go brand Urban Eat. has been announced as a finalist at The British Sandwich Industry Awards 2023 (also known as the Sammies) for a stand-out student marketing campaign designed to re-launch its plant-based range, Roots.

The successful campaign strategy was built on extensive research into the target audience of meat reducers and excluders, of which Gen Z makes up a large percentage. Armed with this insight, Urban Eat. constructed a digital-led advertising and sampling campaign to build awareness of the Roots range to students up and down the country.


The brand targeted six key sites across the UK with high student populations. No less than 52 individual screens were installed in student accommodation across these sites, playing eye-catching imagery announcing Roots’ arrival onto the campus. The messaging and language in the digital ads was cleverly developed to resonate with the Gen Z consumer, along with a crucial call-to-action for students to purchase the range directly from their university shop or café. In total the screens had 3.2 million ad impressions reaching 37,000 unique students. Samples were also given out to a whopping 5,000 students during bespoke sampling events.

This highly targeted approach impressed the Sammies’ judging panel, made up of industry experts from across the sandwich and food-to-go sector. The overall winner will be announced during the ceremony and gala dinner on Thursday May 4 at the Royal Lancaster Hotel in London.

“We are over the moon to be recognised by the Sammies judges for our Roots campaign," said Abigail Nelson-Ehoff, Brand Manager at Urban Eat. "It’s work we’re super proud of, with some fantastic results and brilliant customer feedback. To now be shortlisted for one of the industry’s most prestigious awards is the cherry on the cake. Roll on May!”

Operators can stock up on Roots from Urban Eat. by contacting the Fresh Food For Now Company sales team on 0116 236 1640 or email hello@foodfornow.co.uk. Alternatively, submit a request via the Urban Eat. website: urbaneat.co.uk

More for you

ADRIATICO limited edition expression with Planteray Rum

ADRIATICO limited edition expression with Planteray Rum

ADRIATICO is once again disrupting the amaretto category by expanding its portfolio, this time in the world of rum. ADRIATICO Amaretto today announces the launch of ADRIATICO Roasted Amaretto Planteray Rum Cask, a new limited edition amaretto made up of only 2,600 bottles, in collaboration with the prestigious rum producer.

This is the fourth limited edition ADRIATICO Amaretto release following the successful Heaven Hill Bourbon Cask, Caroni Rum Cask and Bonollo Grappa Cask expressions. The new limited edition expression ages ADRIATICO Roasted Amaretto for eight months in ex-Planteray Fijian Rum casks, creating an intense amaretto with nuances of classic rum flavours.

Keep ReadingShow less
Gordon’s Premium Pink launches new ‘Mix It Up’ moderation campaign

Gordon’s Premium Pink launches new ‘Mix It Up’ moderation campaign

Gordon’s has unveiled its new ATL campaign, “Mix It Up”. The ad, which shows consumers choosing to pace their consumption by switching between Gordon’s Pink and Gordon’s Pink 0.0%, has been created to empower consumers to moderate their consumption in a way that works for them.

Mix It Up is the first Gordon’s campaign to bring both Gordon’s Pink and Gordon’s Pink alcohol-free variants together in one advert. With 36 per cent of drinkers currently pacing their consumption with soft drinks and 49 per cent of alcohol-free occasions also featuring alcohol, the campaign offers those looking to moderate an option that doesn’t compromise on taste.

Keep ReadingShow less
Jameson teams up with Admiral, for a tracksuit modelled by Kyle Jameson

Jameson teams up with Admiral, for a tracksuit modelled by Kyle Jameson

Irish Whiskey brand Jameson has been the English Football League's (EFL) main spirits sponsor for two seasons and is deeply entrenched in all aspects of the league, including player sponsorships. It has now signed up with Admiral to celebrate both brands' association with the beautiful game. They have worked closely together to create a full retro-inspired tracksuit in Jameson’s signature green, featuring key elements from Admiral’s world-famous designs for team performance wear, to create a slouchy royal green trackie ready prepped for pubs, presents, party games and freezing cold five-a-sides this Christmas.

Jameson shares a history rich with the beautiful game, so teaming up with an iconic heritage brand like Admiral felt like a natural fit, with the results speaking for themselves,” said Josh McCarthy, Brand Director for Pernod Ricard UK. “A classic tracksuit, from two classic brands, to look sharp after the match when buying your mates a round of Jameson, Ginger and Lime. Nostalgia is everywhere at the moment and growing up in Leicester, there was no shortage of Admiral tops in the park and at the local football clubs.”

Keep ReadingShow less
Customer design takes centre stage on new Rizla limited-edition paper

Customer design takes centre stage on new Rizla limited-edition paper

An eye-catching design created by a customer is bringing a unique appeal to a new limited-edition range of king-size slim papers from the iconic Rizla brand.

The Super Thin Silver papers from the UK’s favourite rolling papers brand* come in three exciting and colourful designs, which form a complete image when placed together.

Keep ReadingShow less
WKD X expands range and unveils first-ever ad campaign

WKD X expands range and unveils first-ever ad campaign

WKD X, the caffeine-containing 7% ABV innovative sub-brand from the leading RTD, is building on the strong successes achieved since its 2022 launch with the introduction of two additional flavour variants and its first dedicated media campaign.

Drawing its inspiration from the energy drinks category, WKD X variants contain caffeine, guarana and taurine, and compete in the fast-growing ‘enhanced RTD’ segment of the overall alcoholic ready-to-drink category.

Keep ReadingShow less