Bedwas firm Peter’s Foods is launching a major campaign to promote its Welsh roots.
Peter’s Foods, still known affectionately as Peter’s Pies, has employed media development agency Studio Tri and communications company Effective Communication for its ‘Luv Wales, Luv Peter’s’ campaign.
The six-month campaign, which will be formally launched on October 31, will use the full range of multi-media platforms.
Peter’s managing director Mike Grimwood said their latest research had shown that 44% more people were buying local produce compared to five years ago, presenting a significant opportunity for Peter’s to grow revenues and market share in Wales.
He said: “We know Peter’s has got great consumer brand awareness and loyalty in Wales, and we are looking to leverage that further.
“We are seeking to invigorate a target market that may not be aware of the traditional values of Peter’s, and what it means to so many people in Wales.
“People in Wales will see an exciting campaign from us in the coming months, which will hopefully bring a smile to their faces, and also remind them about everything that is good in Wales.”
The firm, which was founded by the Thomas family over 50 years ago, manufactures around 90 savoury pastry products and the food service division distributes more than 900 chilled ambient and frozen products. Peter’s sells more than 30 million branded products a year.
It employs more than 550 staff based at its Bedwas site, a figure, which has increased by around five per cent in the past year. None of workforce is agency staff.
Peter’s boasts a client list which features all of the large supermarket chains, and servicing over 13,500 foodservice customers annually. In the past couple of months has also achieved additional contracts totalling £11.5 million with some of the major supermarkets.
“We have had a very successful year in what remains an extremely tough marketplace,” said Grimwood.
“We have achieved this by focussing on the quality, consistently and capability of our products and manufacturing, retaining good quality staff, and strengthening the senior management team.”
Peter’s has seen revenues increase by 10% in the past three years, with revenue last year of £63.5million.