Following the success of its 2009 marketing campaign, which connected with more than 200,000 potential consumers, Italian fresh produce label Valfrutta Fresco has returned to the country's major motorways to promote sales of its branded summer fruit.
In collaboration with Autostrade per Italia, which manages the country's 3,400km motorway network, Valfrutta is once again offering motorists a chance to try and appreciate high-quality fresh fruit sold under the Valfrutta brand.
Special 'Valfrutta Islands' will be set up in the main service station areas, allowing drivers and passengers to quench their thirst with the finest PGI peaches and nectarines from the region of Romagna sourced directly from companies in the surrrounding area.
'This is a very important initiative, in that is offers consumers high-quality products grown in the most suitable areas of our country using methods that respect the environment and human health, and which have a high level of freshness and authenticity, guaranteed by an established brand like Valfrutta,' commented Maurizio Gardini, president of Conserve Italia, which markets the brand.
Valfrutta managing director Gianni Amidei said the brand had fared well despite the recent economic downturn.
'A year on from the launch of Valfrutta Fresco, the commercial performance of these branded products – pears, kiwifruit, tomatoes and oranges – confirms that our promise always to supply good, safe and Italian fruit has been well received by the consumer,' he said.
'Valfrutta products are appreciated because they include the best varieties harvested at the right level of maturity and closely controlled to ensure they meet strict quality standards,' he added.
The new promotion began on 26 June and is set to continue until the first week of September.
Eye-catching, colourful gazebos bearing the Valfrutta brand will be placed in nine service areas close to branches of Autogrill along the A1 and A14 motorways, enabling people to sample and buy the fruit.
'This original promotional strategy aims to get an even larger consumer audience to appreciate the brand by taking advantage of the Italian motorway network, which with its 4m travellers a day is a leader in Europe,' commented Stefano Soli, marketing manager of Valfrutta Fresco.
This year, for the first time, the group will also display its Purafrutta Frullata pure fruit smoothies, which contain no added preservatives, colourings, artificial flavours or sugars.
'The three new Orange & Peach, Strawberry & Blueberry and Apricot & Mango flavours will be on sale in the Autogrill restaurants, promoted by a hostess who will offer people the chance to try them,' said Paolo Gerevini, marketing director at Conserve Italia.
In addition, the products will benefit from a concerted marketing campaign involving radio, billboard and magazine advertising due to start at the beginning of July.
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