Pure selected to bring back cress

Salad cress

Integrated marketing agency, Pure, has been chosen to change consumers’ perceptions of the once popular salad cress.

Growers, W.S. Bentley, required a communications plan that would help to raise awareness of salad cress and demonstrate its versatility. Traditionally known as the perfect partner to eggs or as a salad garnish, this tiny, tasty crop has slowly been forgotten about.

Pure will develop a blog-style, consumer-facing website that aims to inspire and educate consumers with recipes. This will be complemented by a strategic social media strategy to help educate consumers on what to do with salad cress in a fun and engaging way.

In addition to salad cress, W.S. Bentley also grows pea shoots and microgreens. Working closely with the growers, Pure will develop new packaging for its microgreens range that will be launched in selected Waitrose stores.

Gary Dooley, director of Pure, said: “We really enjoy helping clients to deliver results, so being set the challenge of trying to bring cress back was an opportunity we jumped at.

“Utilising our digital, social media, design and photography services, we are able to support W.S. Bentley in a number of ways to help achieve its business objectives.”