Foods from Spain is hoping to build on last year’s successful promotion of Extremaduran plums during the 2007 campaign.
The Spanish embassy’s promotional body will utilise a combination of in-store, consumer and trade advertising during the July and August supply window.
Activity during 2006 saw sales of plums rise faster in retailers who ran in-store promotions. TNS data revealed that in the four weeks to August 13, sales at Tesco rose by 6.2 per cent year-on-year, while the total UK market fell by 13.2 per cent.
In the next four weeks, to September 10, sales of plums in participating retailers Tesco and Sainsbury's rose by 6.1 per cent and 7.7 per cent respectively, while the total UK plum market decreased by 6.4 per cent.
The campaign is funded by Afruex, the trade association for stonefruit from Extremadura, and organised by Foods from Spain as part of an umbrella promotion
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