Ainsley Foods Company highlighted its couscous range last week through a five-day in-store activation fronted by TV chef Ainsley Harriott.

The marketing installation will take place across Yorkshire, Greater Manchester and Lancashire and combines live couscous sampling, recipe inspiration and shopper interaction.

The food brand is set to meet customers in store to show how the range can work across quick lunches, family meals and everyday cooking.

As part of the campaign, one consumer at each store was surprised by a £100 Morrisons voucher, while other shoppers received Ainsley Foods gift packages.

This move is part of a business strategy to drive product trail, showcase the recipe’s versatility and create high-impact engagement across nine Morrisons stores.

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Mike Benton, managing director, Ainsley Foods Company, said: “The Where’s Ainsley? tour is about bringing our couscous range to life in a way that’s relevant, engaging and useful for shoppers.

“Sampling is one of the most effective ways to encourage trial, and having Ainsley in store gave us a strong opportunity to demonstrate the range’s versatility. We’re also delighted to be supporting local charities alongside the tour as part of our wider commitment to the communities we visit.”

Ainsley Foods Company also donated £3,000 worth of food in each of three regions to charities supported by Morrisons to back community organisations.

Ainsley Harriott added: “Getting out into stores and meeting shoppers is always one of the best parts of my job.

“I loved chatting about food, sharing recipe ideas and showing people just how easy it can be to create delicious meals at home. Hopefully we sent plenty of shoppers home feeling inspired – and with a few smiles too!”