The FPC Marketing Campaign of the Year award went to Red Communications, on behalf of Foods from Spain, for its Picota Cherries Campaign.
Red Communications was faced with the challenge of making the Picota stand out in the short two-month-long season for Spanish cherries. The approach taken by the company in 2003 was an intense campaign including; on-pack promotions in six retailers, magazine and poster advertising, trade advertising and supporting PR. This demanded the largest consumer advertising spend for fresh produce in June and July and no fewer than 1.7 million promotion packs.
Red Communications saw off competition from Ceres Partnership/Mack Vegetables, Alresford Salads and Capespan to take the award. Judges were most impressed by the striking imagery and simple message of the advertising.
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