cherry promotion

The Chilean Fresh Fruit Association (CFFA) is coordinating a winter promotion campaign over the next two months to raise awareness of new season Chilean cherries in the UK and Germany.

The campaign, which was successfully piloted in the UK last year, launches in Germany this month and continues in the UK during January.

“The campaign is designed to raise awareness of new season Chilean cherries and establish cherries as a traditional winter fruit,” explained Christian Carvajal, European marketing manager at CFFA. 'Also we want to help retailers move stock during the fruit’s peak months.'

In Germany, activities including sampling, point-of-sale graphics, promotional literature, leaflet advertising and in-store radio slots, are currently underway at leading retailers Edeka, Kaiser’s Tengelmann and Karstadt.

In the UK, point-of-sale promotions will take place in January at Tesco, Sainsbury’s, Asda, Morrisons and The Cooperative Group, with activities set to include sampling sessions, on-pack promotions, and shopping trolley posters.

The winter cherry initiative has the backing of CFFA, Chilean export promotion agency ProChile and leading Chilean cherry exporters, including: Copefrut, San Francisco Lo Garcés, Frusan, Unifrutti, Ranco, David Del Curto, Del Monte, Surfrut Fresh, Dole Chile, Aconex and Rucaray.