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Wine paired with insects in I’m a Celeb-style Laithwaites campaign

Wine retailer Laithwaites is ‘exploring new territories in wine pairing’.

Sounds like something they’d do, right?

Well, in what is probably the result of somebody watching I’m a Celebrity, Get Me Out of Here whilst drinking a glass of wine and thinking ‘a-ha, I have it!’, the brand is indeed exploring what food work well with its wine. And when I say food, I mean insects.

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A blog by the company, entitled ‘Ten Insects and Wine Pairings‘, tries earnestly to convince us that eating bugs is OK. ‘They’re high in protein’ this, and ‘the UN say we’ll be eating them more in the future’ that. In what’s the latest in a long line of gross-out PR campaigns involving food (Miss Cakehead’s generally involved somewhere), let me tell you – eating bugs isn’t OK.

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Apparently, ‘each sustainably sourced bug was rigorously tasted’ and paired with one of the company’s 1,000 wines and to show it’s not just a quick-hit campaign, Laithwaites says it’s looking into including the tasting notes in selected cases of wines.

Involved agency: MHP Comms

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Rich started PRexamples.com in January 2012. It has been named Vuelio's top PR blog. He runs consumer PR agency Radioactive PR, which has two offices in the UK. He also wrote 'Myths of PR', which went on to become Amazon's best-selling PR book within days of release. In March 2013, Rich co-founded blogger outreach service bloggabase.com. He tweets about PR stunts, campaigns and other media bits and pieces @RichLeighPR

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