In the UK, Foods from Spain is concentrating its promotional efforts on online media in its campaign to raise the profile of four types of Spanish berry.
Spanish strawberries, raspberries, blackberries and blueberries are being promoted on retailer and consumer websites, as well as in the consumer press.
According to Foods from Spain, key messages communicated include Spanish berries' suitability as a winter fruit as well as a summer fruit, their freshness during the colder months and their health properties.
The campaign, which also includes promotions on Twitter and Foods from Spain's own blog, has been ongoing since March and will be concluded this month.
Director María José Sevilla commented: “Online channels have an increasing role to play in the promotion of food and drink to consumers, and we’re excited about using this media as part of the integrated campaign. Online media helps us to get even closer to our end consumers, and it has put us in a great position to take on the challenge of encouraging them to eat more soft fruit outside of the summer season.”
