The Blueberries from the South television advertising campaign starts today (Wednesday 20 October) coinciding with the first arrivals of South American blueberries into the UK.
The campaign, which promotes blueberries from Chile, Argentina and Uruguay, is a third bigger than last year and aims to reach out to more than 67m TV viewers in the UK, according to organisers.
The TV campaign is expected to reach over 9.4m British housewives and viewers will on average get to see the commercial an average of 7.1 times during the four-month season which will be aired on ITV 1, ITV2 & ITV3.
The activity is designed to help UK retailers sell more blueberries during the winter months.
“It is essential for the category to start the promotional activity at the beginning of the season to rapidly build growth and consumer awareness and then maintain this momentum throughout the remainder of the season,” Blueberries from the South said in a press release.
“Retailers will again have the opportunity to utilise the campaign and tag the adverts with their logos. This will ultimately help to drive consumers to their blueberry fixtures and raise awareness amongst their shoppers. It will also give retail buyers that extra leverage to confidently promote blueberries for a longer season.”
The campaign will be supported by the consumer-facing website blueberriesfromthesouth.com, which offers nutritional information and recipe ideas as well as featuring a trade enquiries and press section.
Blueberries from the South comprises an innovative and forward-thinking group of exporters and growers from Argentina, Chile and Uruguay who are dedicated to promoting the exports of blueberries from the Southern Hemisphere.
Together, they represent 20 per cent of the world’s farmed blueberries or 18,500ha, according to the USDA, and 80 per cent (52,000 tonnes) of total blueberry exports from Argentina, Chile and Uruguay.
The members include 31 different exporter-grower companies from the three producing countries and two trade associations.
