For the third year running, the Chilean Fresh Fruit Association is set to promote its fresh blueberries during January and February in the UK, focusing on increasing market penetration and providing support for British blueberry retailers and importers.
However, for the first time the campaign has been extended to Germany, Austria and Italy, where it will focus on promoting and developing a winter market for Chilean blueberries in the countries.
In the UK, the Blueberry Challenge road show will be travelling around the country from early January to highlight the health benefits of eating the fruit. The Blueberry Challenge team, led by ‘Professor Blueberry’, will be setting up an interactive Blueberry Centre in leading British city centres and retailer stores to hand out fresh Chilean blueberries around the UK to an estimated 70,000 consumers.
The inaugural German and Austrian campaign will focus on sampling activities in branches of several leading retailers, including Edeka, Karstad, Kaiser Tengelmann and Globus. The campaign will be supported by advertorial press coverage in newspapers and lifestyle magazines across Germany and Austria.
Similar blueberry sampling activities will be carried out in Italy in branches of Coop Italia and Carrefour Italy during January, while media advertising will also be placed in trade publications and newspapers.
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