Italian cooperative Apofruit Italia has launched a major advertising campaign on Italian television for its premium homegrown produce brand Solarelli as it looks to build sales of peaches and nectarines during the summer months.
The new campaign, which follows similar television advertisements for pears and tomatoes earlier this year and at the end of 2008, gets underway on 19 July on Italian network Rai and once again features Andy Luotto as the amiable greengrocer taking Solarelli-branded product direct from the grower and presenting it to his customers.
'We are expecting to have the same excellent results with this campaign as we did with the previous campaigns run in December, February and April, and as a result increase awareness of the brand,' commented Paolo Pari, director of marketing at Apofruit Italia.
Solarelli was launched in October last year and is used by Apofruit to market a complete range of high-quality Italian fruit and vegetables.
Following good results achieved for its winter products, the Solarelli range has been extended this summer to include not only peaches and nectarines but also strawberries, cherries, apricots, melons, mini watermelons and plums.
Apofruit general director Renzo Piraccini said: 'We are very pleased with the results we've achieved so far and with the Solarelli-branded products' market penetration, especially through the wholesale markets channel and the normal trade.'
Watch Apofruit's previous Solarelli advertisement here:
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