National Summer Fruits Ltd (NSF Ltd) has announced that it has awarded the public relations contract for the 2004 campaign for UK soft fruit to Sputnik Communications.
NSF Ltd, therefore, will be terminating its long relationship with Projectline at the end of 2003.
The decision reflects a change in strategy that seeks to place an emphasis on portraying strawberries and raspberries as a healthy snack to be eaten anytime of the time. The target audience will be younger consumers, families and children. Campaigns will take the form of extensive media coverage as opposed to an events based strategy.
Laurence Olins, chairman of NSF Ltd, said: 'The UK soft-fruit industry has expanded dramatically over the last few years and the board felt that new and younger consumers needed to be targeted for the future, without alienating existing loyal customers.
'Sputnik Communications has a very successful track record in dealing with the national media, which the UK industry will benefit from next season. Projectline led by Joan Cremer, has done an excellent job for the UK soft fruit industry over the last nine years and we will always be indebted to Joan for her enthusiasm and promotional skills.'