Foods from Spain is focusing on online media in its campaign to raise the profile of four types of Spanish berry.

Its initiative to promote Spanish strawberries, raspberries, blackberries and blueberries, is running on retailer and consumer websites, and in the consumer press.

It forms part of the organisation’s integrated promotion that also includes Picota cherries, persimon and also a generic campaign for Spanish fresh produce.

The fruit is being promoted to consumers using retailers’ online shopping sites, during the main window in March and April, and also advertised to uses of a number of food and lifestyle websites.

The campaign also sees Foods from Spain begin to engage with Twitter users, with the launch of a blog on its website, a competition, regular updates and messages from a new @Foods_fromSpain Twitter address. Foods from Spain’s sister organisation Wines from Spain is already using @Wines_fromSpain.

Further online activity is taking place with editorial articles on consumer recipe sites, using new recipes developed for the campaign. This will be complemented with editorial features on Spanish berries in traditional consumer magazines.

Director of Foods and Wines from Spain, María José Sevilla, said: “Online channels have an increasing role to play in the promotion of food and drink to consumers, and we’re excited about using this media as part of the integrated campaign. Online media helps us to get even closer to our end consumers, and it put us in a great position to take on the challenge of encouraging them to eat more soft fruit outside of the summer season.”

The generic campaign to promote Spanish fresh produce includes two annual events, the National Primary Schools Competition and the Spanish Young Chef of the Year.