Published On: Thu, Sep 6th, 2012

Love British Food… New Plans For An Olymic Legacy For The Food Industry



Picture Curtesy Of LOVE BRITISH FOOD

Love British Food 2012 saw the biggest names in retail and food service running British food promotions during the Olympics.  Running in parallel with the Games, Love British Food 2012 gave shops, pubs, restaurants and community groups a platform for capitalising on Olympic patriotism without incurring the wrath of the Olympic brand police.  The promotion was a resounding success, particularly in the catering sector, with sales increases and positive customer feedback across the board. 

SPAR and Tesco were retail Official Partners of the event and ran patriotic promotions throughout their stores; Love British Food 2012 promotions in Tesco cafes doubled sales and sold out most days.  And in food service, all the biggest organisations united behind Love British Food 2012 in the strongest line-up in the national food promotion’s 11 year history.  Led by ARAMARK, the event’s Flagship Sponsor, 3663, Brakes, Compass Group, E-Foods, Harrison Catering and Sodexo all took part as Official Partners and bought patriotic celebrations into staff restaurants and food outlets across the land.  The Garden Centre Group entered into the spirit with special menus and fun competitions in all its in store cafes and restaurants.  Fullers, Enterprise Inns and Whiting and Hammond led the way in the pub sector with superbly patriotic menus.  Hallmark Care Homes ran Love British Food Family Feasts in all their homes for the elderly.  And local chefs did their communities proud working with Sure Start Children’s Centres to organise magnificent British feasts for everyone using the centre and the wider community.

Here is what the major participants said about Love British Food 2012:

“Love British Food 2012 has been a resounding success across the Sodexo business and has engaged more of our restaurants than ever before. We ran a ‘Back Britain’ promotion across all of our sites celebrating great British food. Many sites dressed up their restaurants in red, white and blue.  The sourcing and use of seasonal produce in menus has never been more important and Sodexo is delighted to be Official Partner of this year’s Love British Food promotion.” David Mulcahy, Craft and Food Development Director for Sodexo.

“Our main £5 lunch promotion that we run in Tesco In Store Cafes was updated to run with only British food and linked to the Love British Food logo. Since its launch we doubled sales of this offer in real terms and this continues to grow WoW. This is a great advert for promoting British food and demonstrates that with great value for money offers it is a real winner with our consumers” Justin Phillips, Head Of Marketing – In Store, Compass Group UK & Ireland.

“Love British Food 2012 was a fantastic event for 3663 to be a part of.  A number of our customers really embraced it to help promote British food to their own customers. Early signs are that sales of our products with at least 65% British ingredients saw an increase across the range year on year with consumers demanding more British food on their menus, so we are delighted with this success.” Nick Phipps, Marketing Manager at 3663.

“We have really enjoyed supporting Love British Food this year and have had an active awareness campaign of our British food running throughout the summer. Our ‘Great British Summer’ theme promoting British products such as British Rump Steaks, Welsh Lamb Racks and Scottish Fishcakes was highly successful. Sales of Aberdeen Angus Beef burgers and British Duck Breasts were up by nearly 1,000%!  With London 2012 this year, Brakes has capitalised on this unique opportunity.”  James Armitage, Marketing Director, Brakes.

“Love British Food offered a fantastic opportunity for SPAR retailers to showcase the great quality of British food they provide in their stores. During this exciting summer, thanks to our partnership with Love British Food, SPAR UK retailers have had the chance to celebrate the best of British by running promotions in their stores and highlighting their extensive ranges of high quality British food.” Rebecca Whitmore, Marketing Manager, SPAR UK.

“The Garden Centre Group was proud and delighted to participate in ‘Love British Food 2012’with over 40,000 customers enjoying traditional home-cooked British recipes using as many ingredients from the UK as possible. The menus proved extremely popular in our 95 Garden Restaurants, whilst the free accompanying recipe leaflet should have those great British favourites gracing tables for years to come.” Costas Constantinou, Head of Restaurants at The Garden Centre Group.

“Whiting and Hammond is extremely proud to be an Official Partner of Love British Food 2012. The campaign allowed our teams to be inventive with the superb produce we have access to and entice guests to try something new or just indulge in classic dishes.  We have heard such positive feedback that thoughts are already turning to next year.” Rebecca Weller, Marketing Manager, Whiting and Hammond pub group.

We celebrated Love British Food 2012 by providing menus, dishes and foods that celebrate the super food we produce in the UK. The feedback has been overwhelming and all our customers loved the menus! Being part of Love British Food 2012 has allowed ISS to show our ongoing commitment to great British food.  It is such a great scheme and we are looking at being involved with Love British Food long term.”  Andy Jones, Service Development Director Healthcare, Education and Defence, ISS.

“E-Foods celebrated Love British Food with daily British food promotional offers to our national client base. We are delighted with the event and we will continue to build on this in our strategy going forward”. Paul Mizen, Managing Director at E-Foods, online food suppliers to the catering and hospitality industry.

“Enterprise is proud to be a partner of Love British Food.  Our publicans were encouraged to take part with promotional packs being sent to over 3,000 pubs.  As a result we have received reports of pubs replacing their usual offering with traditional, locally-sourced British fare and adorning their pubs and dining areas in red, white and blue, all the way from placemats to bunting, and even the decking in the beer garden.”  Amy Dolphin, Communications Manager at Enterprise Inns.

“Love British Food went really well for us. We also took part last year and many customers commented on this, saying it’s good to see us backing the campaign again.”  Janet Webb, General Manager at The Old Dunnings Mill, a Whiting and Hammond pub.

“We made a point of qualifying that this year we were an Official Partner of Love British Food when explaining the menu to guests and this encouraged them to order from the set menus.  It was definitely beneficial being a part of the campaign.” Paul Worman, General Manager at The Farm @ Friday Street, a Whiting and Hammond pub.

“Love British Food 2012 has given our hotels the opportunity to celebrate the fantastic British produce available with our suppliers, our customers and our staff, and has resulted in great PR for all three of our hotels.” Sally Turley, Group Marketing Manager, Webb Hotels & Travel Ltd, Moor Hall Hotel & Spa, The George and The Gables.

“Love British Food has generated a lot of interest and a very good amount of business. Our 100% Dorset Tasting Menu resulted in sales being up 7%.  The liberal use of the Love British Food logo also entrenched our reputation as a champion of locally produced and reared food.” Charles Lotter, General Manager at Summer Lodge Country House Hotel, Restaurant and Spa.

“The Love British Food 2012 shelf barkers make our display stands look so much better. Not normally easy to do as an independent!” Aziatics Store, Shepperton. 

“I am really grateful and honoured to have been able to take part in the Love British Food Family Feast project. It was fun connecting with people through the spirit of food, fun and sports.” Chef Prosenjit Sanjay Kumar who volunteered to run one of Love British Food’s Family Feasts in Children’s Centres.

THE LEGACY – WHAT NEXT?  Alexia Robinson, organiser of Love British Food 2012, says: “The big question this autumn is what will the legacy of the Olympics be?  For the food industry, here are Love British Food’s recommendations:

  • ·        The Olympics have made ‘Britain’ one of the most valuable brands in the world.  Retailers, caterers and producers can capitalise on this by putting the spotlight on their British credentials.  ‘Local’ and ‘Regional’ have their place but let’s do more to shout about British food.
  • ·        Stop gold-plating EU regulations that prevent the promotion of Britishness difficult.  This is particularly throttling forBritain’s food industry as our main producer groups are funded by a levy from farmers and therefore fall within state aid regulations.  These restrict them from giving a clear ‘buy British’ message to the consumer.
  • ·        Relax the LOCOG branding regulations that prevent the many British food and drink producers and caterers who supplied the Olympics from using their London 2012 credentials to promote themselves and win new customers.
  • ·        Don’t wait for the next sporting event or jubilee for another big promotion of British food.  Patriotic food promotions work!  Love British Food runs year-round and British Food Fortnight returns to its traditional autumn date next year (21st September to 6th October 2013).
  • ·        And finally, perhaps it is time to appoint a British Food Tsar in the same way that Boris has appointed a London Food Tsar.”

 Next year Love British Food 2013 activities run throughout the year and

British Food Fortnight will take place 21st September to 6th October 2013.

For further information see

About the Author

- My name is Kelly Sanger and I'm the Editor of The Face Of Chelmsford. I am a married Mum of 4. My hobbies are, dog training, agility, shopping, bingo, Zumba, reading and baking. I have a gorgeous Yorkshire Terrier called Ozzy and 2 cats called Angel and Elsie.

Leave a comment

You must be Logged in to post comment.

Blog And News

Chelmsford Blog
Latest local News
Press Releases

Follow us on these Networks

  face chelmsford free local magazine business listings news Twitter chelmsford free magazineface of chelmsford youtube

Share This Page By Email


Business Directory
Chelmsford Events

Feedback is designed
to be your local community website.
Please let us know any comments
or suggestions. We also love any
reader contributions.

Contact Information

Phone: +44 (0)1621 851651
+44 (0)7742 559833


Address: 1 Roman Close, Heybridge, Maldon, Essex, CM9 4PW

For more information please visit our about us page

Contact Form

Sign up and receive discounts, special offers and the face of chelmsford magazine emailed to you as soon as it comes out

Privacy policy | Legal Disclaimer | About us | Contact us | Sitemap

seo essex rss feed Subscribe XML Sitemap - A Webworx Limited Company - Registration Number 7289333 site design Webworx Limited