The Blueberries from the South UK TV advertising campaign will now be shown with a tag to Sainsbury’s.
European field manager of the Chilean Fresh Fruit Association, Lianne Jones, told members of the blueberry industry from around the world at lunch in London to celebrate the campaign, that the promotional activity that has run in three different styles of adverts on the ITV channels since October 25 will also feature the sentence “available at Sainsbury’s” at the end of the ad.
The campaign, which jointly promotes the Uruguayan, Chilean and Argentinean blueberry seasons, is also in discussions with other multiples within the top five and hopes to change the tag on a rotational basis.
The adverts reached an estimated 3.4 million people in October and 14.7m in November and will be rescheduled to run alongside Chile’s late blueberry season. The country has experienced unseasonably cold weather and therefore the crop has been delayed by two weeks.
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