Foods from Spain has welcomed the results of this year’s Picota cherry promotion, which reached more consumers this year than ever before - despite poor weather across the UK.
Foods from Spain director Maria José Sevilla said: “In spite of unseasonably poor weather throughout Britain, which affected sales of all summer fruits, we were very pleased with the encouraging uptake on our on-pack offers such as a free bottle of cava, and also with the positive way the Picota cherry has been portrayed in the consumer media this year.”
Fernando Cano, promotions manager at the Cereza de Jerte Denomination of Origin Regulatory Council, said: “Rain in the Jerte Valley during the vital growing period meant the total Picota cherry crop was lower than our initial forecasts. Together with importers, we took the decision to end the export season to the UK a week earlier than usual, so retailers sold the best-quality fruit until the last day of the Picota season. The encouraging results of the promotion show that Picota cherries retain a strong consumer following in the UK market.”
The promotion ran in major supermarkets and consumer and trade magazines over a four-week Picota cherry season in June and July, involving trolley posters, on-pack offers and full-page advertisements, as well as PR activity.
In-store promotions, including a free bottle of rioja and a free bottle of cava, were well received, with several thousand consumers each applying for their free gift by sending in the labels from three packs of Picota cherries.
Editorial coverage was placed in publications including Hello!, Fresh, Woman & Home, Prima and Sainsbury’s magazine and Somerfield magazine. The fruit was also mentioned on the Chris Evans drive-time show on BBC Radio 2.
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