THE Watercress Company has reached the finals of the 2020 Food & Drink Federation Awards for Campaign of the Year.

The firm, which has a farm at Waddock Cross near Dorchester, is an awards finalist because of its Grab it, Try it, Share it campaign.

It will be vying against some big names for the title with Bird’s Eye, Britvic Soft Drinks and KP among the other six finalists.

In the campaign the Watercress Company has been promoting the health benefits of watercress to a wider audience.

Tom Amery, MD, said: “Traditionally the watercress consumer has been slightly older, more familiar with the scientific research that was published 15 to 20 years ago and which helped to communicate the health advantages of eating watercress, including the possible prevention of some cancers. These messages have not reached the next generation and so efforts to communicate with a younger audience, while not alienating the loyal older customers were needed.”

The efforts to attract a younger audience to watercress included inviting school groups to the watercress farms and encouraging youngsters to try it fresh from the bed or in a smoothie.

Ambassadors from different walks of life, such as fitness fans or foodies, were sent free watercress and asked to write a blog or social media posts to describe how they had used it.

'Grab-a-Bag- Stations’ or fridges of watercress were delivered to gyms and fitness centres around the south west. Club members were encouraged to ‘grab it, try it and share it.' by posting on social media what they had done with the watercress.

Fridges were also placed in Dorset County Hospital in Dorchester, where everyone, from staff, to visitor, to patient could take a bag and enjoy fresh watercress and its health benefits. To date, The Watercress Company has provided over 20,000 free bags through the scheme with the hospital. With the hospital the firm also developed a nutrient dense watercress soup for patients, with high energy and protein levels, that may be adopted across the NHS.

Also in a sustainability drive The Watercress Company has taken inspiration from the past and launched traditional handcrafted bunches wrapped in 100% compostable paper cones to meet consumer demand for less plastic.

The winners will be announced at a ceremony in London on February 4, 2021.

• Bird’s Eye - Bird’s Eye Steamfresh Eat in Full Colour

• Britvic Soft Drinks - Sticky situation? Time to Tango

• Company Shop Group - Surplus SuperHeroes by Company Shop Group

• KP - KP ‘Check Your Nuts’ Movember Campaign

• Meatless Farm - The Meatless Consumption Target

• Mondelez International - ‘Donate your Words’