Blueberries from the South will launch a TV advertising campaign to raise both awareness and consumption of blueberries from Uruguay, Argentina and Chile.
The adverts will target housewives and extend outside the ABC1 demographic on ITV channels 1, 2 and 3, hitting the small screen from tomorrow for a period of three months.
The adverts consist of three different stories, which aim to reposition blueberries as an everyday fruit, as opposed to a luxury item.
The first advert features a blueberry space hopper, with the message that the fruit provides a good source of energy “on the go”. In the second, a blueberry alarm clock with the tagline “wake up to blueberries” implies they are the best way to start your day. The third sees a traffic light turn to blue, at which point a blueberry jumps out into a car, highlighting that the berries contain enough vitamins to keep consumers running all day.
Christian Carvajal, marketing manager for Europe and Asia at the Chilean Fresh Fruit Association (CFFA), said: “A minimum of 33 per cent of housewives in the UK will see these adverts and we have tried to make the message fun, without preaching.”
Lianne Jones, CFFA’s European field manager, told freshinfo: “Retailers are now in tune with the fact that blueberries are a good category, but we need to reach consumers. Part of our objective is to give retailers the confidence to increase their shelf space for blueberries. We want more people buying blueberries as part of their everyday diet.”
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