For the third consecutive year, Canary Islands banana association Asprocan together with the Spanish government and the European Union will be promoting a graphic symbol that is designed to distinguish bananas and avocados from the Spanish islands.
The ‘European Taste’ symbol, which was created by the EU in 2006, identifies bananas and avocados produced in the outlying Spanish region, emphasising the particular characteristics of the products.
The promotional campaign, which aims to raise awareness of the geographical brand, will run until October 2010 in Portugal, Germany and Spain, with the message being directed at retailers and distributors, as well as end consumers.
According to Spanish marketing agency agr!, a communications strategy has been chosen that “turns the weak point of the geographical distance into a strong point”, positioning the bananas and avocadoes not just for their flavour, but also for being European.
The agency said that it expected almost 9,000 fruit retailers in Spain to actively participate in the campaign, informing their customers about the initiative through point of sale materials.
As a sales incentive, two journeys to the Canary islands will be raffled among all the fruit retailers that will return special promotional coupons.
This action will be reinforced by the development of a promotion at a microsite where 2,000 eco-friendly bags will be given away to the first 2,000 people to register for the website and answer a short questionnaire about the Canary Islands promotion.
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