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Maura Maxwell



Chilean campaign hits the Big Apple

For the first time, Chilean fruit is being promoted in the heart of New York City

Chilean campaign hits the Big Apple

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Videos of Chilean fruit are being projected from a giant screen in New York’s Times Square throughout March in what Asoex describes as the first ever promotion of its kind.

The campaign, which runs from 27 February to 31 March, aims to raise awareness of the availability and versatility of Chile’s fruit offer among New York consumers by broadcasting the videos several times a day on one of the giant screens in the world-famous Manhattan square.

“This presented a very attractive opportunity which fits very well with our strategy to position, in a massive way, the Fruits from Chile brand in North America, and at the same time educate consumers about the various ways o preparing and eating our fruits, "said Ignacio Caballero, Asoex’s deputy marketing manager.

With around 460,000 visitors passing through the square each day, Times Square is one of the busiest, and most iconic intersections in the world. “It is a very effective platform from which to share the message of the healthy, safe and tasty products that Chile produces,” Caballero continued.

North America is the main destination for Chilean fruit, especially blueberries, table grapes, plums and citrus. Figures from Asoex show that during the 2016/17 season, Chile exported more than 2.6m tonnes of fresh fruit, of which 35.4 per cent went to the US and Canada.

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