British Summer Fruits has announced a new £100,000 online advertising campaign as part of its drive to maintain strong soft-fruit sales and extend the value of the British strawberry crop.
The promotional body for soft-fruit suppliers says the campaign, which is running from August to September, is based around the headline of 'Strawberries Say Summer'. Adverts will appear on targeted food and lifestyle websites, and BSF claims that the campaign's Facebook page has seen the number of likes increase 935 per cent to almost 10,000 since the digital launch.
A recipe application has also been developed with a ‘Slingshot’ button added, which enables shoppers to add products directly to their online supermarket basket with one click.
Chairman of British Summer Fruits, Laurence Olins, said: “Excellent yields from our delicious later-season varieties have produced more strawberries than previous years, so we will have a plentiful supply of exceptionally good British strawberries in all supermarkets until the end of summer.
'This online advertising campaign has been timed perfectly to drive direct sales and build awareness through our growing social media community of genuine and engaged fans. To date, the recipe app has seen 1,198 people putting strawberry products in their online shopping baskets.”
Olins said that the campaign is the first time that British Summer Fruits has undertaken a fully integrated marketing campaign, comprising digital advertising, social media and PR.
Last month, Olins urged more companies to support the industry body, which currently represents 85 per cent of UK growers.
He said during a presentation at this year's Fruit Focus: 'A lot of growers benefit from our campaign but are not necessarily funding it; we have to aim on representing 100 per cent of the industry.'
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