The Citrus Growers Association of Peru (ProCitrus) introduced an advertising campaign to increase the consumer's preference and consumption of tangerines in the months of increased domestic production (May, June, July and August). They also seek to highlight it as the only fruit that can be easily shared among children, young people and adults.
Through this campaign, ProCitrus aims to enhance consumer interest in tangerines over other alternative fruits and substitute products generating greater willingness to consume it in the traditional manner and further expanding to new consumption occasions in various forms, such as wedges, juices, etc.
The campaign includes 2 TV spots, 1 radio spot and billboards on public roads. There will also be BTL activations held on 10 dates at schools specified by the Ministry of Health. Expectations are to reach 20 to 30 schools with the same message, and to give out large quantities of tangerines to the children.
ProCitrus based the campaign on the slogan SHARE, appealing not only to the functional side of sharing, but also rescuing the importance of fundamental values in childhood, as this is the stage when children learn to share.
The campaign seeks to teach consumers about the relevant benefits of tangerines and that they connect and identify with the message.
Renowned Peruvian chef, Pedro Miguel Schiaffino, will collaborate in this campaign, which has communication actions in dining areas, where they'll teach people how to prepare delicious dishes, such as tangerine chicken, tangerine vinaigrette or ice cream with caramel and tangerine sauce.
According to Schiaffino, this citrus fruit which is found in the domestic market in three presentations, satsumas (green skin), clementines and Murcotts (orange skin), tastes delicious and also has a great nutritional value, as it is a rich source of vitamin C as well as being a natural antioxidant.
For three months, the campaign will seek to increase the per capita consumption of tangerine demand in Peru, which is still very low compared to other countries. In 2014, annual consumption was of 10 kilos per person, i.e. 1 kilo per month (excluding November and December).
Although about 75% of tangerine production is for local market, its consumption could be much higher in countries such as Chile, Colombia and Ecuador, where people consume an average of 20 kilos of tangerine per year.
Source: LaRepublica.pe