In a year which has seen Morrisons’ veg-misting machines axed, “theatre and experience” remains a key aspect of fresh produce marketing.
Laura Tomlinson, senior consultant at PamLloyd PR, believes we are already seeing a more strategic approach from the big-four supermarkets that will continue over the next couple of years. She said: “It’s all about theatre and experience, and this offers the fresh produce sector a real opportunity.”
Tomlinson cites the example of British Summer Fruits recreating a PYO strawberry field in a Marks & Spencer store: “While this was a stunt, it paints a picture of what can be done to bring the produce aisles to life for shoppers,” she added.
Andy Macdonald, MD of Coregeo, master licensor of Pink Lady apples and Tenderstem in the UK, told FPJ: “Point of purchase marketing needs to evolve in the fresh category. Fresh produce fixtures can be a mass of plastic, which is a shame as they have the potential to be the most colourful, scent-filled spaces within the supermarket.
'Brands and retailers must work collaboratively to create this standout, and more educational POS is needed to inspire consumers by drawing on a complete sensory experience.”
Both he and Tomlinson agree more can be done to boost the “sterile” online shopping experience.
The latter said: “The development and promotion of inspiring content, such as product provenance and recipes, will be vital. With shoppers a few clicks away from your product, media channels like social will play an increasingly important role.”
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