A new campaign is hoping to boost the popularity of Medjool dates in the UK.
Funded by The Date Growers Bureau, which represents Israeli date producers, the promotional push is running under the strapline ‘Medjool: The Perfect Date’.
The initiative focuses on the taste and health benefits of the fruit, as well as encouraging consumers to eat them beyond just the traditional Christmas period.
The activity is already underway and runs until Christmas, and features in-store sampling, retail print and website advertising, as well as press, online and social media activity.
“Our vision is to increase the supply of premium Medjools all over the world for health-conscious people who want to enjoy their taste and health benefits,” said a Date Growers Bureau spokesperson. “The UK is a key market for us because of its size and its retailers.”
