California Prune Board targets Asian consumers

The California Prune Board (CPB) has launched a major promotional push in South Korea as part of multi-channel marketing efforts to highlight the nutritional and taste benefits of California Prunes.

The campaign forms part of the CPB’s global awareness strategy to target new and younger audiences looking for natural and nutritious additions to their diet. The campaign messaging also underlines the sustainability initiatives at work in California’s prune orchards, with the CPB hoping to appeal to consumers increasingly concerned with the eco-credentials and origin of food purchases.

“Prunes are traditionally enjoyed as a snack by South Korean consumers, with our research revealing six out of 10 shoppers eat them once a month or more,” said Esther Ritson-Elliott, CPB’s director of international marketing and communications.

“South Korean consumers show a real desire for healthy foods and an increasing interest in produce grown using sustainable methods. We are keen to realise the market’s full potential by making more consumers aware of the nutritional benefits, versatility, and provenance of California Prunes.”

As part of its plans, CPB is working with Seoul-based market development agency TEO to target the trade, healthcare professionals, and consumers. The strategy leverages PR, advertising, and social media alongside a planned appearance at the South Korea Food & Hotel Show in June 2024.

Meanwhile, the CPB has also renewed its marketing efforts in Japan. The multi-faceted campaign is headlined by a TV commercial that demonstrates the everyday benefits of enjoying California Prunes and the positive effects consumption can have on bone and gut health.

It is the second airing for the advert following its launch in early 2023 when it reached more than 100m consumers. The CPB is also continuing to strengthen its links with trade and healthcare professionals with plans for a stand at the leading international Foodex show in Tokyo in March 2024.

“We know that consumers in both markets already value prunes for their health benefits,” Ritson-Elliot said.

“By establishing strong partnerships with the trade in South Korea and Japan and working creatively on outreach activity via social media influencers and healthcare professionals, we hope to spark even more positive conversations about our nutritious and tasty California Prunes and how they can be enjoyed as part of everyday life.”