Chile has embarked on a season-long calendar of health-focused promotions in the UK designed to accommodate blueberry record exports.
The Chilean Blueberry Committee (CBC) expects to export 100,000 tonnes of fresh blueberries to its global markets this season.
The marketing campaign kicked off with the CBC’s first-ever sampling at the Taste of London Food festival which took place on 16-19 November.
“Participating at Taste of London served as a timely reminder for consumers that Chile is the world’s largest blueberry exporter, our new season is approaching and we are preparing to export to the UK,” said Charif Christian Carvajal, Asoex’s marketing director for Europe, Asia and the Middle East.
The pilot promotion highlighted the counter-seasonal availability of Chilean blueberries to local production in the UK.
It forms part of a number of promotional activities planned by the CBC for the UK this season to position blueberries as the go-to winter berry and ideal healthy snack.
As well as reaching out to health-conscious consumers, the campaign will target primarily the older generation who are keen to keep their minds healthy and active, while also being more accustomed to eating socially.
The campaign will consist of a two-pronged approach; using traditional PR tactics, alongside social media outreach and direct engagement to help drive word of mouth around the perfect winter berry.
Key activities will include: developing blueberry festive recipes and healthy eating sharing dishes featuring blueberries; providing sampling opportunities for older consumers in conjunction with a charity for the elderly; and distributing information on the role of blueberries in healthy living, backed by a nutritionist.
The UK is an important market for Chilean blueberries. In 2016/17 Chile exported almost 11,000 tonnes of blueberries to the UK, according to Asoex data – an 11 per cent increase on the previous season. CBC president Andrés Armstrong said a similar growth pattern is anticipated for 2017/18.