Foods from Spain is set to launch this year’s UK promotion of Spanish Picota cherries.
This will include in store, trade and consumer advertising, as well as 1.8 million purchase-related promotions, which will break last year’s record number of on-pack offers on Picota.
The initiative kicks off the second year of Foods from Spain’s integrated promotional campaign, which was launched in 2005 to give a co-ordinated approach to raising the profile of Spanish fresh produce among consumers.
Picota cherries will feature in six-sheet and trolley advertisements in the major multiples, and in retailer’s own magazines.
BBC Good Food magazine, Good Housekeeping, Daily Mail Weekend and Food & Travel magazine will also carry advertisements and advertorials during the season to highlight the Picota’s unique characteristics, nutritional attributes and recipe ideas.
On-pack promotions in major supermarket chains will include ‘Free BBC DVD’, ‘A Free Bottle of Cava’ or ‘Kids go Free’ offers.
María José Sevilla, director of Foods from Spain, said: “Following the successful inclusion of Picota cherries in the inaugural year for Foods from Spain’s integrated promotional campaign, we have a strong media presence once again in 2006, and more promotional packs than ever before.
“The Picota’s unique position as an intensely flavoured, stalkless snacking fruit means that we have an excellent message to communicate to shoppers, during a short season, which adds to the excitement.”
Promotional activity will run throughout the Picota cherry season, which exporters expect will be two weeks longer than in 2005, after a good winter with adequate rainfall and enough chill time for the fruit.
This year’s crop is estimated to be around 5,000 tonnes.
The first Picota harvest is forecast to begin on June 9, with the first fruit arriving on the shelves by June 12.
Fernando Cano, promotions director of the Cereza de Jerte Denomination of Origin Regulatory Council, said: “Although sizes of Picota cherries may be slightly up on last year, with good levels of 21-23mm and 24-26mm fruit, favourable growing conditions combined with some increases in production capacity mean that we are expecting crop volumes similar to last season.
“However, ideal weather during the crucial winter period means we expect crop to be able to supply UK retailers until the week commencing July 22.”
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