The Chilean Fresh Fruit Association offers myriad ways to help retailers get the most out of the summer fruit category during the winter months, said managing director Karen Brux.
For example, numerous chains run Chilean fruit display contests.
“They incorporate a Chilean theme into displays that often include a range of Chilean fruit, like red/green/black grapes, blueberries, peaches, plums and nectarines,” Brux said.
Since Chile supplies all the fruits that are typically available during the summer months, retailers can promote with the tagline, “A Taste of Summer. Fresh from Chile,” she said.
February is when the broadest range of fruit is available. Digital coupons are another option.
“Retailers have seen double-digit sales increases when offering coupons for Chilean fruit,” Brux said.
Demos also are effective sales tools – for a couple of reasons. Demos can highlight the taste of Chilean blueberries, Brux said. For table grapes. demos can educate consumers about the different taste profiles of the newer varieties.
To support retail promotions, the association plans to launch a digital advertising campaign in mid-December that will run through early February, and a Super Fruit Bowl ad program is slated with ESPN.
“ESPN will showcase video and banner ads on ESPN.com and on the ESPN app highlighting recipes and ideas utilizing fruits from Chile for football parties and everyday life,” Brux said.
Chilean fruit ads will drive people to a designated site where visitors can register to win a trip to the Super Bowl.
Fruits from Chile has a large following on social media – 410,000 Facebook fans, 23,000 Instagram followers and more than 8,000 subscribers to its monthly consumer newsletter, Brux said.
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