The California Prune Board is set to be in a plum position in foodie circles after signing up for its own channel on the fast-growing Simply Good Food TV App, a media platform described as the food-based equivalent of Netflix.
Founded by chef and author Peter Sidwell, the platform is now attracting a range of other major food companies and brands that have also recognised its significant marketing potential.
California Prunes claims its inaugural move sets a precedent for others to follow, and puts them alongside 11 other major food names including Waitrose, Lakeland, Big Green Egg, Jamie’s Food Tube and Donna Hay.
Simply Good Food TV currently enjoys a membership of 300,000 viewers and has recently invested in a campaign which trials Beacon technology on London Buses – sending messages about the App to Apple and Android phone devices by picking up a signal from beacons located on the vehicles.
It is anticipated that this promotion will significantly increase the subscriber base and heighten awareness of the Simply Good Food proposition and the opportunity it affords, to watch food-related TV on demand, on a small screen.
California Prunes is planning a series of programmes to feature on the channel and already regularly posts new recipe content from its team of Brand Ambassadors, including Peter Sidwell.
"Peter has been working with us for nearly a year and we have been placing content on Simply Good Food TV throughout that time." California Prunes European marketing director Esther Ritson-Elliott said in a release.
"It is important for us to stay abreast of how consumers are choosing to consume media and we are delighted to be part of such a forward-thinking initiative from the onset.
"The App provides an excellent vehicle that allows us to engage with our customers and communicate any key nutritional / health messaging via a blend of recipe led as well as conversational interview style video posts."
Ritson-Elliott added the initiative also provided an excellent library for sharing an extensive collection of California Prunes inspired recipes, supported by inspirational photography.