Citrus joins melons and watermelons in marketing push to reinforce brand’s year-round presence
Bollo, part of the Bollo Natural Fruit agri-food company, is to launch the second part of its ‘Focus on the good stuff’ marketing campaign this week.
The campaign debuted last summer during the melon and watermelon season and has now been adapted for citrus, which constitutes the lion’s share of the company’s production. It will feature digital, radio and outdoor actions, as well as a series of collaborations with content creators.
Bollo said the campaign aims to evoke freshness and quality, elevating the experience of eating fruit to a whole lifestyle ritual, and “paying homage to the pleasures of Mediterranean life around a table with friends, to the land, to the care and attention with which they grow the fruit on their farms”.
Javier Carmona, marketing director of Bollo Natural Fruit, commented: “This second part of the campaign is proof of our intention to follow a roadmap towards the deseasonalisation of the brand, extrapolating the differential value of quality to the entire portfolio of products that Bollo offers throughout the year, now with citrus fruits”.
