María José Sevilla, director of Foods & Wines from Spain has hailed the 2005 Picota cherry campaign as the best yet. "This has been the best season I can remember with almost all retailers posting a significant increase in sales despite prices being a little higher than in previous years," said Sevilla. "Our promotions seem to be generating a real following with redemption rates increasing year after year. All retailers stocked Picota and all the major export groups took part in the campaign.
This season some 3.452 million packs of denomination of origin Jerte Valley fruit were sold in the supermarkets representing a 37 per cent increase on last season's reduced crop. Increases at the multiples ranged from 21 to 116 per cent for the campaign which began on June 18 and stretched into early August.
This was the first year that Sevilla and her team used an integrated campaign with consumer imagery focused on the provenance of the stalkless cherry and a co-ordinated look across all campaigns. It was also the first time it linked its promotion with its website. Promotions ran in the retailers and included floor graphics, in-store radio, supermarket magazines and on-pack offers. National consumer advertising also ran in You Magazine, The Sunday Times, OK, Hello, Delicious, Prima and Good Housekeeping.
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