Spanish Picota cherries have enjoyed one of their most successful promotional campaigns to date according to Foods from Spain, which co-ordinates promotions for the fruit.
A total of 1.1 million promotional packs appeared across five multiple retailers throughout June and July. Punnets featured competition offers, including holiday deals and free theme park admission for kids.
Maria José Sevilla, UK director of Foods from Spain, said: “We are extremely pleased with the response to this year's campaign. A combination of fantastic promotional offers, magazine advertising and support from retailers and the trade raised interest in the cherries to a new high.”
Promotions were reinforced in the majority of stores by using point-of-sale material, colourful shelf barkers and an on-site poster campaign outside selected stores. A successful media campaign saw full-colour advertisements in You magazine, Hello, OK, Good Housekeeping, The Sunday Times magazine, Sainsbury's magazine and BBC Good Food.
Sevilla concluded: “We are really looking forward to building on this year's achievement in seasons to come.”
