British Summer Fruits is cautiously claiming success in its raspberry promotion so far this season, despite not gaining the news column inches it had hoped for.
“The London bombings and other hard news, such as Live 8, knocked us off the majority of the news pages, but we are still going with health pages, beauty pages and lifestyle pages,” said a spokeswoman for Sputnik Communications which is running the campaign on behalf of BSF.
“Unlike last year’s hugely successful strawberry campaign which was print-led, this year’s has been broadcast-heavy. Tracey Cox has done 18 radio interviews - most of which have been 10-15 minutes long and she was a guest for a full hour talking about raspberries on Vanessa Feltz’s show. ITV’s This Morning also espoused the raspberry flush.”
BSF has added up the coverage so far and it claims a total of £1.134 million in equivalent advertising spend. Teaming up with Innocent Smoothies has also been productive and the drinks manufacturer made a limited edition raspberry smoothie Love Potion. Messages encouraging raspberry consumption and purchase also featured on Innocent’s raspberry & cranberry smoothie.
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