SONOMA, Calif. (December 20, 2010) – Vivid mountain landscapes dissolve to lush green fields, while sun-drenched vineyards stretch far and near. Deep purple and golden hues bring warmth and richness to nature’s bounty.
It’s not the latest travel video touting a dream vacation. It’s another way to escape – to leave the drab, dreary winter behind and embrace the warm, sweet bounty of summer.
Chilean fruit growers are bringing images of fresh, ripe peaches, plump plums, flavor-packed grapes and other summer fruits bursting on to the screen in consumers’ own living rooms.
TV Ads Promote “Summer Fresh” Fruit January, Through Mid-May
The Chilean Fresh Fruit Association will launch a spot television marketing campaign in 40-plus U.S. and Canadian markets, highlighting the lush, bountiful Chilean landscape and the sweet, succulent summer fruit available to consumers at their local supermarket. In the regional TV spots, which are geared to reach 83% of targeted U.S. and Canadian television households, the CFFA will tout its fresh fruit availability all winter long.
Retailers can personalize the TV ads for their region. Those that offer in-store promotions on Chilean fruit have the opportunity to add their own personal five-second tag at the end of the commercial. Additionally, they can go to www.chileanfreshfruit.com for sales and merchandising support materials to add to their in-store displays.
The TV spots are funded by the Chilean Exporters Association and the Export Promotion Bureau (ProChile).
In-Radio Spots to Generate Profitable Impulse Purchases
Because studies show that Chilean fruit purchases are often impulse decisions, the CFFA is also launching an in-store point-of-purchase radio marketing program. Distributed by the POP Radio National Network, the CFFA radio campaign will target nearly 4,600 stores starting Jan. 31 and will run for 56 days. It appeals to consumers at a critical moment of decision-making. Throughout the store, shoppers hear about the sweet flavors and abundance of fresh fruit nutrition available in the produce department.
Promoting Chilean fruit at the point of sale is key, especially given recent research findings. Loyalty-card data show that total-store purchases were 32% higher among those who bought Chilean fruit. Shoppers who purchased Chilean fruit spent an average of $99 at checkout, while those without Chilean fruit in their carts averaged just $67 at the register.
Because promoting Chilean fruit to all shoppers results in stronger sales, the CFFA encourages retailers to make the most of these marketing opportunities.
Source: North America, Chilean Fresh Fruit Association
