URBAN eat’s relaunch sets sights on younger consumers

14/09/2017 - 11:08
Following UK sandwich brand, URBAN eat’s relaunch, the company has announced an upcoming URBAN (b)eats promotion – offering free music prizes to consumers - in attempt to appeal to younger audiences and drive sandwich sales.

Available to all URBAN eat retailers who request a free POS kit, the campaign – run by parent company Adelie Foods - gives consumers the chance to win a host of music prizes, including Spotify and iTunes vouchers, vinyl decks and Beats headphones.

Marketing director of Adelie Foods, John Want, said: “With such a fantastic range of prizes that will genuinely appeal to all music lovers as well as retailers wanting to drive more Food To Go sales, this promotion will be music to their ears. What’s even more appealing is our prizes are simple to win. All outlets need to do is simply display our bold point of sale materials in their chillers, and there is still time to get involved.

As part of the relaunch, the company has updated all of its packaging, which now plays on URBAN eats’ heritage and features a city skyline front of pack. It also claims to have “invested heavily to ensure that the current range meets ever evolving tastes to appeal to this trend-led group. This includes extending [its] popular vegetarian and gluten-free offerings to appeal to the high proportion of young adults who follow these diets, as well as offering Halal options.

Want added: “We recognise that young people - in particular students - have always been at the heart of what we do at URBAN eat. We’ve timed the URBAN (b)eat promotion to tie in with the biggest time in the university calendar, Fresher’s Week, to enable retailers to take advantage of this highly profitable opportunity and maximise food to go sales by offering young people an offer they can’t refuse.”

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