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First printed in Checkout Magazine
FFS kicks off campaign with Picota cherries
Foods from Spain is gearing up for the second year of its integrated promotional campaign for fresh produce
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| Picota cherries |
The campaign, which gives a coordinated look across products from Spanish Picota cherries and Superior seedless grapes, to persimon and tomatoes from the Canary Islands, will see activity in all the major multiples, including advertising in supermarket magazines and on trolleys and posters, as well consumer promotions on packs.
The organisation is also running advertisements and promotions in national consumer magazines and newspapers, and the trade press.
The campaign will launch with Picota cherries, due to arrive in stores in the week commencing 17 July. Promotional activity will focus on the Picota's particular niche in the market as the only cherry sold without a stalk and its rich, sweet taste.
Maris José Sevilla, director of Foods from Spain, said: This year's Picota campaign will include massive investment in consumer media including trolley posters, poster sites and supermarket magazines, along with advertising in the national media, including Fresh, Good Housekeeping, Real and The Daily Mail's Weekend.
Growers in the Jerte Valley where the cherries are produced say they are expecting a slightly smaller crop than last year but with larger sized good quality fruit, thanks to a cold enough winter to keep the fruit cool and adequate rainfall levels. The season is expected to last around seven weeks.
The next Spanish fruit up for promotion under the Foods from Spain integrated campaign is Superior seedless grape, due to arrive at the end of the month (June).
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