Asoex has unveiled its first ever airport promotion in its latest bid to tap into new distribution channels.
From Monday, apples, kiwifruit and pears from Chile are being marketed as the ideal travel snack across eateries at Madrid-Barajas airport in what foodservice operator Areas describes as the airport’s first generic fruit promotion.
Co-funded by the Chilean Ministry of Agriculture and supported by ProChile, the trial campaign will run between 14 August and 14 September 2017.
“This pilot promotion is an exciting development because it’s the first time any Chilean product has been promoted at Madrid-Barajas airport, or any airport,” said Asoex chairman Ronald Bown.
Roberto Paiva of ProChile said if the campaign was a success it could be extended to other major airports in Europe and other Chilean products.
According to statistics from Spain’s airport administrator Aena, the country was the third-most visited destination in the world last year, receiving 75.3m tourists and marking the fourth consecutive year of record-beating numbers. During the same year, Madrid-Barajas airport registered 50.4m travellers.
Depending on the outcome of the trial, a second cycle of promotions for Chilean stonefruit, blueberries or even cherries could take place later in the year.
“In the future our industry will be positioning Chilean fruit increasingly as a convenient and healthy snack via an ever-broader range of distribution channels,” said Charif Christian Carvajal, marketing director for Europe and Asia at Asoex.
“This airport promotion is a good first step towards that objective and it exemplifies our industry’s determination to promote Chilean fruit as a snack direct to the consumer.
“It’s a great channel through which we can segment and promote Chilean fruit among people and families who have time on their hands to enjoy a quick, healthy snack.”
Chilean fruit will be advertised on digital menu boards at food outlets, through signage on baskets of fruit and via posters by the check-out, all showcasing Fruits from Chile branding with a Humboldt penguin cartoon icon.
During the weekends of 18-19 August and 23-25 August promoters wearing the Fruits from Chile uniform will hand out to airport travellers activity and information leaflets in both English and Spanish.
Featuring a word search, colouring-in picture, and details about Chile, its fruit and Humboldt penguins, the leaflet will be targeted towards families with young children going on holiday.
The leaflet will also encourage travellers to access more information by downloading the brand new ‘Chilean Fruits’ app, available via Google Play or the AppStore.
Chile will promote the trial promotion through its Fruits from Chile accounts on Facebook, Twitter, Instagram, Pinterest and You Tube.
In addition, Areas will support the campaign via activity on its own social media channels and advertisements in its newsletter.