South America will continue to promote its blueberries under the Blueberries from the South banner in two European countries next month.
Following a strong start to the marketing season in the UK, in January the campaign will head for Germany and, for the first time, Denmark, organisers told Fruitnet.com.
From next month onwards, activities will get underway at Edeka in Germany as well as at Danske Supermarked, Bilko and Netto in Denmark, while for the second-consecutive season a television advertising campaign continues to run in the UK.
Activities in continental Europe will focus on raising awareness of the availability and benefits of South American blueberries through in-store leaflet and video advertising as well as internal competitions for retail employees.
The campaign website is also supporting activities in all three countries, with interactive features such as recipe uploads and social networking tools.
Ultimately, the campaign seeks to drive the consumption of blueberries in order to develop solid outlets for South America’s rising offer.
Chilean blueberry exports alone are on course to rise by 32 per cent to 65,995 tonnes this season (2010/11), up from 49,793 tonnes in 2009/10.
