News & Media

Best served shared – Phil Vickery & Shloer

1st February 2014

Shloer, Britain’s best-selling adult soft drinks brand in the grocery sector, has teamed up with top TV chef and award-winning restaurateur, Phil Vickery, and an expanding portfolio of partner suppliers – including Riverford Organic Farms, Gressingham Ducks and Dartington Crystal – to launch an exciting new ‘Enjoy Sunday Lunch’ campaign.

At the heart of the initiative is the creation of a new consumer-focused website designed to add some Shloer sparkle to Sunday lunches and reinforce the brand’s association with this key food-focused social occasion.

Shloer is also inviting on-trade Shloer stockists to participate in the initiative and drive footfall into their outlets by running consumer offers for their Sunday menus on the Enjoy Sunday Lunch website.

The site is packed full of recipes and tips from Enjoy Sunday Lunch ambassador, Phil Vickery, along with special offers, discounts on dining and glassware sets, free cookbooks and the opportunity to enter monthly prize draws.

Shloer Facebook fans have also been given the unique opportunity to work with Vickery to crowd source the ultimate family Sunday lunch. Through a series of polls and questions hosted on Shloer’s Facebook page, fans have the opportunity to work with Phil to develop their dream Sunday lunch. Everyone who takes part is also in with a chance to win a fantastic prize of Phil himself cooking the ultimate lunch for the winner and their loved ones!
Phil Vickery says: “Sundays are an important day for me; it’s when I catch up with family and friends. There is nothing better than sitting down with a tasty, homemade lunch and making it a real social occasion.

“Shloer has created the website Enjoy Sunday Lunch to celebrate the day of the week that’s perfect for getting together with family and friends. For a little culinary inspiration there’s a series of easy-to-prepare Sunday lunch recipes and hints and tips from some well-known food bloggers, and me of course. There’ll also be exclusive offers and exciting competitions to help consumers enjoy the most sociable meal of the week.”
Amanda Grabham, Head of Brand Marketing – Shloer at SHS Drinks, says: “Enjoying food with friends and family, particularly over Sunday lunch, is at the very heart of Shloer’s ‘Best Served Shared’ campaign. We have regularly invested in associating Shloer with TV food programmes such as ‘Food to Share’, ‘There’s No Taste Like Home’ and this summer’s new series of ‘Let’s do Lunch with Gino & Mel’. Some of Shloer’s TV and press advertising executions have also focused on Sunday lunch.

“All of this activity has reinforced the brand’s association with sociable meal time occasions, and it really has paid dividends with almost two-thirds (62%) of consumers believing Shloer is a good fit with food2, and the brand being bought by more households than any other adult soft drinks brand.3 Teaming up with Phil Vickery and other partners for the ‘Enjoy Sunday Lunch’ campaign adds a new dimension to Shloer’s association with Sunday lunch, and we are currently talking to a number of other suppliers so that we can expand the offering and firmly establish the site as the ‘go to’ place for consumers who want to share Sunday lunch with friends and family.”