Grace Foods celebrates 100 years with growth strategy

Engage has been appointed by Grace Foods UK to support its ambitious growth plans

One of Europe’s leading suppliers of world foods, Grace Foods UK is celebrating its 100-year heritage with the appointment of a roster of agencies to support its ambitious growth plans.

Leeds-based Digital agency Engage has been appointed to redevelop the website, and coordinate social media and paid social activation to grow the customer base.

Loudbird PR has been selected to handle the UK PR for the umbrella company and its market leading brands. Brand activation agency Circle will create and coordinate numerous campaigns across multiple channels. The agencies will work together to promote the amazing tastes, flavours and Caribbean heritage of the food supplier.

The digital marketing and PR strategy encompasses the umbrella company and its market leading brands Grace, Nurishment, Encona, and Dunn’s River. Irie Eats, an exciting new mainstream Caribbean brand proposition is also to be included. Irie Eats is a new launch in the UK, and consists of a range of mainstream-targeted meal kits inspired by authentic Caribbean street food, which are all suitable for vegans.

Vandu Patel, marketing manager at Grace Foods UK, said: “We’re very proud of our heritage, which sets us apart from any other provider of Caribbean food products, and next year is a huge year for the company, as we celebrate 100 years of Grace and 60 years of Jamaican Independence too.

“We’re really pleased to appoint these impressive agencies to support us in demystifying Caribbean cuisine.  We’re looking forward to seeing the impact the work of Engage, Loudbird PR and Circle has on our digital strategy, customer base, and growth plans.”

Dom Mernock, director at Engage, said: “It’s extremely exciting to be appointed by a global brand like Grace Foods. It’s a huge scope of work, yet this comes with significant opportunities. We can’t wait to work closely with Vandu and the team to grow the customer base through a raft of brand activation and activity, and deliver the scope of work through our full service digital expertise.

Loudbird PR partner Sophie Banks said: “We are so excited to work with Grace Foods UK. The UK is a big market for them, because of both the Jamaican diaspora here and also because Caribbean food is becoming more mainstream with a lot of UK consumers keen to try the iconic dishes such as jerk chicken.

“The UK arm works closely with their Jamaican team when developing the products for the UK and we are looking forward to working hard to ensure that Grace is not the best-kept secret in UK supermarkets anymore. With 100 years of heritage in producing and distributing Caribbean food, it shouldn’t be.”

Nick Swift, head of strategy and planning at Circle Agency, said: “Circle are delighted to be appointed to lead on the brand activation for Grace Foods and raise awareness of its fantastic portfolio of brands and products. Our campaigns will work to showcase the incredible products that Grace Foods has to offer and celebrate its 100-year heritage.”

One of Europe’s leading suppliers of world foods, Grace Foods UK is an established multi-category sales, marketing, import and manufacturing organisation offering unrivalled access to the UK and European retail, wholesale and food service markets. The business’ portfolio encompasses a significant number of retail brands including Grace Foods (‘Grace’), Encona, Irie Eats, Nurishment, and Dunn’s River.

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