Stonefruit brand Metis is being promoted on UK supermarket shelves via a marketing and PR campaign run by Coregeo.
Coregeo is orchestrating the UK campaign for the second year for the Metis family of four fruits, which comprises Oxy Solar, Sunset Sky, Safari Star and Dark Moon.
The four fruits are available at different stages of the growing season through to November.
The campaign includes trade and consumer news releases, collaborations with bloggers and trade press advertising. Social media platforms are also being used to raise awareness of the brand, share recipe video content and to drive traffic into store.
To help push the product further, Coregeo has been working with food photographer David Loftus to produce mouthwatering images of the fruit. Loftus is also chair of judges for the 2019 Pink Lady Food Photographer of the Year Awards.
Elsewhere in its summer update, Coregeo reported that awareness of Tenderstem's European sister brand Bimi is growing, with sales rising 50 per cent in the year since it took over the licensing and marketing of the brand in 2016.
Coregeo said the commercial strategy was focused on ensuring the brand is properly represented in store, finding the best agency partners in each territory, creating content (branded packaging, photos and recipe inspiration) and developing a new website with country-specific content.
The website will be ready in the autumn and will facilitate better analytics and tracking, it added, with PR and social media primarily being used to generate interest. Generic social media ‘brand’ posts are being developed in the UK.
Agencies in each country then add their own customer insight and local translations to the posts. Collaborations with bloggers, newsletters, promotions and gastronomic events are all helping to boost the brand’s profile and drive sales.
