Tesco and AMT Fruit have kicked off the start of the Spanish citrus season in style.
Continuing the success of previous campaigns, this yearʼs experiential activitycentred on the King's Cross and Waterloo train stations in London.
Commuters werepresented with Spanish Citrus to start their day, together with discountvouchers to use in store, and the opportunity to ʻTweet to winʼ a week-longholiday in Murcia.
Tesco citrus commercial manager, Laura Cope, said: 'Spain is recognised for producing high-quality citrus. Our event ensures
customers know the new season has arrived and they can start filling theirfruit bowls with the best Spain has to offer.
'We are once again investing in a number of activities to highlight the fulloffering, including eye-catching point of sale, display boxes and pricepromotions.|'
Over 40,000 samples were distributed over the two days, with a potential reach acrosssocial media of over 450,000 accounts.
Store activity will continue throughout November, with early indicationsshowing strong sales in the lead up to the key Christmas trading period.
Spanish Citrus accounts for over 40 per cent of the total UK market sales.
With over362,000 tonnes sold in the UK,Spain is the largest importer of citrus fruit to the UK, followed by South Africaand Morocco respectively.
Established by AMC, which was founded in 1932, AMT is its Tesco-dedicated citrusbusiness.
