The Chilean Fresh Fruit Association (CFFA) has revealed it will be bringing images of fresh peaches, plums, table grapes and other fruits to the television screens of North American consumers during the next five months.
The advertisements will promote “Summer Fresh Fruit” between January and mid-May in over 40 markets across the US and Canada in a bid to highlight the beauty of Chile and the availability of its fruit in local supermarkets.
In the regional TV spots, which are geared to reach 83 per cent of targeted US and Canadian television households, the CFFA will tout its fresh fruit availability all winter long. Retailers can personalise the TV ads with a five-second tag at the end of the commercial.
The TV spots are being funded by the Chilean Exporters Association (Asoex) and the Chilean Export Promotion Bureau (ProChile).
CFFA is also launching an in-store point-of-sale radio marketing programme given that many Chilean fruit purchases are spur of the moment decisions.
Distributed by the POP Radio National Network, this campaign will target nearly 4,600 stores starting 31 January and will run for 56 days.
According to Tom Tjerandsen, director of CFFA in North America, the tagged television campaign forms “the heart” of Chile’s fresh fruit marketing programme.
Speaking with SimFRUIT, Mr Tjerandsen said the campaign is key to raising the awareness of Chile and its fruit offer among North American consumers.
“In addition to acting as a catalyst for generating trade cooperation, the TV ads help viewers understand that Chile is in South America and that when it is winter in the US, it is summer in the Southern Hemisphere,” he explained. “It also helps affirm food safety and fruit quality issues.”
