Mash Direct partners with business woman, TV personality and mum Lydia Bright

Award-winning, independent ‘field to fork’ brand Mash Direct ( has partnered with business woman, TV personality and mum Lydia Bright, to promote the brand’s nationwide launch into Sainsbury’s and Morrisons. The campaign, which will run throughout January and February, aims to inform and educate consumers on how best to use Mash Direct’s range of vegetable side accompaniments, through a series of compelling recipes, videos and top tips.

The collaboration with Lydia is part of a wider multi-channel communications strategy designed to drive sales of the new Sainsbury’s listings and range extension in Morrison’s. The products, which include Broccoli with Cheese Sauce, Cauliflower Cheese Gratin and Red Cabbage & Beetroot, will all be used by Lydia in some mouth-watering recipes, and the former TOWIE star will give her top tips for family meals without the hassle of preparing them from scratch, and highlight how to stay healthy in the New Year.

Lance Hamilton, chief commercial officer at Mash Direct, says: “We are delighted to be collaborating with Lydia Bright, who has the perfect credentials as a mum, food-lover and TV personality to showcase how best to use our award-winning vegetable side dishes. Through a series of tips and recipes Lydia really illustrates how Mash Direct products should be an everyday fridge staple for households across Britain because they are easy to use, healthy and perfect for family mealtimes. We are really excited as we launch our first nationwide campaign on this scale and look forward to welcoming lots of new customers into the brand as we support out Sainsbury’s and Morrison’s listings and help to drive sales of the range.”

The campaign will also be supported by Mash Direct’s ambassador panel and on the brand’s owned channels, with content aiming to educate consumers on how to use the full product range and inspire with mouth-watering recipes to recreate at home.

Mash Direct is headed by the Hamilton family team: husband and wife Martin and Tracy and their sons, Lance and Jack. The farm is located in the green fields of County Down, close to the shores of Strangford Lough in Northern Ireland, and the family is proud to select older heritage varieties of vegetables for their products, chosen specifically for their flavour rather than appearance.

The Hamilton family developed a small factory on their farm to capture a traditional cooking style, specially designing and building several pieces of equipment including a unique masher and steam cooker. The bespoke equipment ensures that the vegetables can be steamed gently to retain optimum nutrients and capture the fresh harvested flavour and texture.

Mash Direct is also committed to environmental management and assists in restoring farmland and biodiversity to improve the quality of water, air and soil. All packaging is 100% recyclable ensuring that Mash Direct has improved its environmental footprint.