Solarelli, the premium quality brand marketed in Italy by fresh produce company Apofruit Italia, will appear on the country's television screens later this month as part of a major promotional campaign.
Featuring Armando the fruit seller, nowadays a familiar figure among Italian consumers, the new avdertisement will appear on the country's Rai television network from Sunday 18 July onwards.
This summer's focus will be on local, seasonal fruit, in particular peaches and nectarines produced in Italy and sold under the Solarelli brand.
According to those responsible for marketing the brand across Italy, Solarelli has been enjoying strong sales over the past few months despite the obvious challenges associated with the ongoing economic malaise affecting the country.
Since the start of the year, sales of Solarelli-branded produce up until the end of June rose by a staggering 63 per cent to €4.5m compared with the same period of last year, buoyed by a 44 per cent increase in the actual volume of product sold under the trademark.
'We are very satisfied with how sales of products under the Solarelli brand have been going,' commented Renzo Piraccini, general director of Apofruit. 'This shows the strategy is beginning to give us the results we expected.'
Mr Piraccini added that Solarelli had enjoyed a positive response among Italian consumers because it offered innovation, higher quality standards and a complete range of products.
'These elements have allowed us to reach an excellent level of market penetration and customer loyalty in the market, particularly in the wholesale sector and among traditional retail outlets,' he said.
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