Based in Manchester, The Flava People has been producing marinades, glazers, sauces and seasoning for over 30 years, mainly for trade customers.
The new Flava-it range is however stocked in Morrisons, Tesco and Asda and targeted at young male consumers with a “lust for intense flavour-packed meat”.
Smoking Gun is focusing the summer campaign on engaging consumers, key media and bloggers with experiential sampling activity at Spitalfields Market in London.
Digital content created by Code Computerlove around the concept of “meat lust” will be supporting the activity through social media channels.
Scott Dixon, brand manager at The Flava People, said: “This is a new direction for us and we’re excited about the meat lust creative route – it reaches out to a younger audience in a way which we think will really resonate.”
Smoking Gun’s MD, Rick Guttridge, added: “We love working with food brands, especially locally based, family owned businesses like The Flava People with such a great heritage and back story. Add to that Scott’s bold plans for his retail brands and you’ve got a recipe for success.”