The UK is gearing up for the first-ever pan South American blueberry marketing campaign, which will jointly promote Chilean, Argentinean and Uruguayan blueberries via a series of consumer and trade PR activities.
The pilot programme, dubbed Blueberries from the South, has the backing of the Chilean Exporters Association (ASOEX), major Argentinean exporters and Upefruy (the Uruguayan Union of Fresh Fruit Producers and Exporters), and is designed to secure future demand for South America’s burgeoning blueberry industry.
The campaign will focus on health and nutrition in a bid to raise awareness of South American blueberries and thereby increase market penetration in the UK, the organisers told Fruitnet.com.
Initiatives will begin at the end of this month with advertorials in UK women’s and food magazines, followed by participation at the BBC Good Food shows in both London and Birmingham during mid- to late November where interactive tasting activities are planned.
Following the joint PR drive, Chile will continue its own marketing initiatives in the UK and Germany throughout its blueberry season with point-of-sale activities set to take place at major retailers, among other activities.
