Roger Manning, director general of the Chilean Fresh Fruit Association – Europe, stressed the need for proper co-ordination of promotional activities, as Chile launched its largest-ever consumer-oriented campaign in the UK.

The country will this season promote its fruit with a series of cinema advertisements in the UK and Germany.

The campaign in this country – Coming Soon – From Chile With Love – is being co-ordinated jointly with well-known cinema advertiser Pearl & Dean. The advert, which emphasises five centuries of fruit-growing experience in Chile, will hit the big screen in mid-February in nearly 500 cinemas nationwide. The advert is a big-screen adaptation of the Centuries television advert in the US that won a British advertising award in 2001.

The CFFA-E chose cinema as the ideal medium for its campaign as it draws large audiences – and this time of year attendance peaks. It also gives access to more younger consumers, which Chile is particularly targeting this year. The advertisement will be shown more than 100,000 times during a six-week run.

The activity has been timed to coincide with the peak period of supply for Chilean grapes and stone fruit, and to kick-start the apple window in the UK.

The cinema advert was previewed at a launch event at the Moving Picture Company in London on Tuesday evening, attended by UK retailers, wholesalers and importers. Guests were treated to Chilean food and drink as well as a preview of Don't Say a Word, the new Michael Douglas film due for release later this month.

The Chilean Ambassador, Christián Barros, who was attending the party as his last official engagement in the role, praised the work of the CFFA-E to date in raising the profile of Chile.

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