The Chilean Fresh Fruit Association (CFFA) has launched its first campaign on US social platforms as part of its 2016 promotional programme.
The campaign, which will run from June to August, includes a competition inviting consumers to take part in a competition to win a juicer by answering the question: “When Chile gives you lemons, what do you do?”.
Karen Brux, marketing director at CFFA, said the campaign had already received plenty of interest.
“We launched our social platforms such as Facebook, Twitter, Pinterest, Instagram, in November 2015, so this is the first season we promote Chilean citrus through them,” Brux said.
“We believe that the focus on Chilean lemons will strengthen our presence and penetration in the US market so more effective, in addition to giving consumers new and creative ideas to consume in their daily diet and culinary preparations.”
Brux added that CFFA is planning further promotions for easy peelers and Chilean Navels during August and October. These will incorporate social networks and retail outlets and include a special campaign for Halloween.
Citrus exports of Chile began the week 15, three weeks ahead of last year, and the campaign is expected to last until October 2016.
As of week 24, Chile has shipped a total of 43,962 tonnes of fresh citrus, an 84.7 per cent increase over the same period in 2015. Easy Peelers represent the largest export volumes (50 per cent), followed by lemons (46 per cent) and Navels (4 per cent).
The main destination for Chilean citrus is the US, representing 78 per cent of the total export volume.