The Association of Val Venosta Fruit & Vegetable Producers (VI.P) has announced plans for a major publicity campaign in 2010 as it seeks to raise awareness of its brand even further among consumers.
Continuing the marketing strategy it initiated in in 2009, the key term for the consortium's campaign will be 'altitude' – referring not only to the association's high quality standards in terms of production but also to the excellent quality and taste of its products.
This coming spring, the Val Venosta brand will feature in advertisements on the main Italian television channels, Rai and Mediaset.
Made by the agency AdverPerformance, the advertisement features a montage of short, evocative sequences showcasing different ways in which altitude might be seen as a value.
The fashion appeal of high heels, for example, or the height of a skyscraper which dominates a city skyline will emphasise the altitude of apple trees in the Venosta valley, where height, according to the advert, becomes synonymous with value.
Besides the television campaign, VI.P is also planning a series of intense internet-based promotional activities across various fresh produce sector websites.
The company also plans to have a strong presence in the printed press, both on the consumer and trade side, accompanied by constant PR activity.
In addition, VI.P says it intends to pay particular attention to developing relationships with its commercial partners during 2010.
As well as sending them brochures detailing all the latest information and news about the its activities, the consortium plans to involve retailers in the new seasonal campaign, providing them with a range of promotional point-of-sale materials and organising a number of tastings in stores.
Finally, VI.P is set to raise its brand profile through a variety of promotional and sponsorship activities visible to the general public, including a competition, the distribution of apples in gyms, free cooking classes and sponsorship of various events and conferences.
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