Visitors at this year’s Royal Highland Show will have the chance to sample Angus Soft Fruits’ range of Ava berries in a bid to drive demand for the premium line.
Consumers will be able to try the full range, including Scottish-grown Ava strawberries, Karaka Black blackberries, and Lagorai and Vajolet raspberries, all of which are available at UK supermarkets.
Ava Berries’ PR campaign kicked off for National Strawberry Month in May and will run to September. The aim is to raise awareness of the brand among key consumer audiences, as well as helping to develop partnerships with high-profile chefs and an Edinburgh-based personal trainer.
Sampling at the Royal Highland Show follows marketing activity at the Edinburgh Marathon Festival in May, where over 12,000 Scottish-grown Ava strawberries were distributed to runners and spectators.
In early June, the company also organised three days of sampling at supermarkets in Edinburgh, where an estimated 5,000 people tried Ava strawberries.
Jill Witheyman, marketing manager at Angus Soft Fruits, said: “We’re excited to be at this year’s Royal Highland Show, sampling our full range of Ava Berries. Our main motivation for taking on this PR and marketing drive is to demonstrate why varieties under the Ava Berries banner provide the best in seasonal flavour.
“The feedback we have been getting so far has been extremely positive, with people remarking on the sweetness and delicious texture of AVA berries.”
The Royal Highland Show runs from Thursday 21 June to Sunday 24 June 2018 at the Royal Highland Centre in Ingliston, Edinburgh. Ava Berries will be in Scotland’s Larder Live! Area and visitors will be invited to #TasteTheBerryBest.