The winter blueberry category in the UK is set to receive the backing of an exclusive television advertising drive this season as part of the second Blueberries from the South campaign – a marketing initiative jointly funded by blueberry suppliers from Chile, Argentina and Uruguay.
From 24 October, three individual advertisements will air in rotation on ITV, ITV2 and ITV3 during the three peak months of the South American blueberry season. The exposure aims to reach out to over 50m viewers, including 33 per cent of UK housewives.
“The idea behind the TV advertising campaign was not to preach the 5-a-Day concept to viewers, rather to present the healthy properties of blueberries in a fun and vibrant way,” Christian Carvajal, European Marketing Manager for the Chilean Fresh Fruit Association (CFFA) – the organisation coordinating Blueberries from the South – told Fruitnet.com.
“The three ads will show blueberries morphing into different concepts, including an alarm clock, a spacehopper and the green light on a set of traffic lights, to show viewers that blueberries can give you energy and are a great addition to the daily diet.”
The campaign, which will air until 31 January, is designed to boost winter blueberry sales in the UK and ultimately position the fruit as an everyday item in shoppers’ baskets.
The Blueberries from the South drive will also head to Germany for the first time this season, where activities will roll-out with major retailers from January onwards. Sampling and marketing initiatives are also planned for the eat’n STYLE consumer food show, which takes place in Cologne on 13-15 November.
“Germany is quite a bit behind the UK in terms of recognising the availability of blueberries during the winter season, so these inaugural promotions are geared towards changing the mindset of retailers, importers and consumers,” added Mr Carvajal.
A new consumer website www.blueberriesfromthesouth.com will also go live once the campaign gets underway.