Avocados from Peru is gearing up for its new European campaign this year, after a record campaign in 2013.
A new marketing campaign, combined with a new uniform brand image, will target consumers to help drive sales – with Germany a particular bright spot for the product.
In 2013, some 585,000kg of Peruvian avocados were imported by Germany, a record when compared with the previous three years when average numbers were below 10,000kg.
Additionally, some 40.3m kg of Peruvian avocados were exported to the Netherlands last year, an increase of 76 per cent on 2012, with 90 per cent of the fruit re-exported.
This year's marketing campaign aims to inform consumers and and retailers, provide stimuli and ultimately increase sales, through tastings, in-store promotions at chains like Globus, Real and Rewe, product information and media work.
The revamped brand image, which was first introduced in the US and will now be rolled out in Europe and Asia, markets the fruit under the slogan 'Monumental Flavour', and includes a website, advertising and point-of-sale material.
