Sales of Spanish Picota cherries through UK retailers have strengthened year on year despite a drastically reduced crop.
"We are delighted that despite a much smaller crop than normal, many UK retailers are reporting sales growth of 20-30 per cent," said María José Sevilla, UK director of Foods from Spain. "Increased awareness of Picota and its unique characteristics is driving demand year-on-year and we will continue to invest in our programme of activity in the national press and in store."
Picota is protected by denomination of origin status and growers increased the number of promotional packs in four major multiples on last season by 16 per cent to 1.3 million. The stickered punnets featured competition offers including free bottles of Cava and free days out at UK theme parks. "Colour pos material featuring the consumer caption Spanish Pictoa - For Real Cherry Lovers and the attractive consumer imagery created real impact n -store driving impulse sales and completing the loop with activity in the national media," said Sevilla.
The marketing campaign saw a £163,511 spend in female-bias consumer media over the four-to-six week season, which started in mid-June. It featured in The Tesco Magazine, You Magazine, The Sunday Times, Hello, Good Housekeeping, Red, BBC Good Food, Olive, Delicious, Prima, Food & Travel and Country Living. Advertising also ran on the internet including Delia On-line and i-village.
"The impressive results this year clearly show the sales opportunity for next season given a normal-sized crop and hopefully a slightly longer season," said Sevilla.
The marketing campaign won the Re:Fresh award for Best Marketing Campaign of 2003 and is co-ordinated by Foods from Spain and part funded by the Spanish government.
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