Chile is giving its cherry exports a boost this winter by rolling out the first-ever consumer campaign for the fruit in the UK.
The promotion, branded Cherries…Love, Health and Happiness, will run through December and January and will comprise in-store activities and advertorials in national consumer publications. The availability of new-season Chilean cherries and their health benefits will be at the heart of the promotion.
Chilean Fresh Fruit Association European field manager Lianne Jones said: “Cherries are often seen as a luxury item and are bought on impulse. Through this new campaign, we want people to be aware that Chilean cherries are now in season, and to make a strong call of action to put some in their shopping basket.”
The campaign has already kicked off with advertorials in health and food magazines, as well as a feature in the January and February 2008 issue of Asda Magazine.
The advertorials feature a free prize draw, which any consumer can enter by mailing in proof of purchase, with the prize of a seven-night trip to Chile.
In January, there will be in-store promotional activity in nearly 300 branches of Asda, Tesco and Sainsbury’s, including trolley posters, in-store sampling, point-of-sale graphics and promotional information leaflets.
The campaign is supported by 10 exporters and is running alongside a Chilean blueberry promotion.
Chile’s cherry industry has more than quadrupled in size over the last 10 years, following the introduction of new varieties that have extended the production window. During the past three seasons, exports to the UK have grown by 133 per cent, from 600 tonnes in 2003-04 to 1,400t in 2006-07. The most popular variety from the country is the Bing cherry.
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