The campaign to increase sales of Cameo apples is being stepped up, as the variety competes for shelf space amid fears it may become supplanted by cultivars with heavier marketing impetus.

Speaking after the variety’s AGM last week, Adrian Barlow, ceo of English Apples & Pears, said that Cameo needs to increase vastly its presence in consumer consciousness in order to compete for space in store.

This relatively new apple has enjoyed good sales in the UK and Germany, but has struggled to make an impact in France, kickstarting a new PR campaign to unite the three countries’ promotion of the variety.

The Europe-wide campaign will be undertaken by agency RSG360 to give a uniform, consistent approach to Cameo, which is marketed under the strapline, “The Secret’s Inside”. The initiative will focus on the health benefits of the variety.

Barlow said: “Our main problem is that consumers don’t know about Cameo. There are those who do like it, but it is [a question of] raising that awareness.”

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