‘Take a Dip with Summer Avocados’ is the over-arching theme for this year’s South African Avocado Growers’ Association (SAAGA) promotion in the UK, including an intensive PR campaign and in-store marketing activity.
The promotional push aims to build on last year’s theme, A Super Bowl for the Big Match, which emphasised guacamole and recipes to share during the 2010 FIFA World Cup in South Africa.
The South African Avocado Information Service will undertake extensive media relations activity from May onwards, to educate food writers and influencers about the health benefits of Summer Avocados. The campaign website, www.summeravocados.com, will also be updated to reflect the 2011 theme and retailer activity is now being planned.
Due to hailstorms in key growing regions last autumn and an ‘off’ year in the cyclical production of avocados, this year’s South African export crop will be roughly 35-40 per cent down on last year’s, with an early-season estimate of 7.5m cartons against 12m in 2010. The variety split is set to be similar to last year, at 55 per cent Hass and 45 per cent green skins.
The first product is set to arrive on UK shores from South Africa in late April, with the season peaking in May and June.
Rob Metcalfe, managing director of PR and marketing agency Richmond Towers Communications, which organises the campaign, said: “This is probably the longest-running campaign ever in fresh produce and our 16th consecutive year working with SAAGA.
“Back in 1995, avocado sales in the UK stood at around £13 million and the fruit was seen as a winter product. Now sales are at £43m, which even allowing for inflation represents incremental sales of £25m a year. It’s a testimony to the positive response from the UK trade and consumers.”
This year’s promotion will feature various recipes and tips for guacamole, barbecues, picnics and al fresco dining, all highlighting avocados as the essential complement to summer living.
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