The Chilean Cherries Committee of ASOEX, together with ProChile, will launch a new promotional campaign focused mainly on Chinese consumers. The initiative aims to take advantage of a US $5 million investment to incorporate a wider range of actions and have a greater coverage.
The campaign is the result of an industry-wide effort that brings together Chilean cherry producers, exporters, and the Chilean government, with Chinese importers, distributors, and retailers. It is a 360º campaign that will include points of sales, social networks, e-commerce, mobile apps, mass advertising, physical events, activations at fairs and wholesale markets, in a total of 65 cities and 39 days. The promotion will be held throughout the nation, with a greater emphasis on regional cities.
Ronald Bown, the President of ASOEX, said their goal was to continue increasing consumption in China, "deepening the successful message used last season 'Enjoy your Red Moment', to invite consumers from all over China to participate in the great Red Moment Day, where they will seek to break a Guinness Record," he said.
Bown said the campaign would be implemented with the support of the new office they had recently opened in Shanghai in conjunction with 4 Chinese agencies.
He also stated that "this new campaign also seeks to improve the good results obtained last season, in which we won the Asia Fruit Award for the best promotion campaign in Asia, impacted 573 million consumers in 64 cities, and increased the weekly consumption of cherries by 20%, reaching 777 grams per family group."
In turn, Charif Christian Carvajal, the marketing director of Asoex for Asia and Europe, said that keeping the Enjoy Your Red Moment slogan facilitated encouraging cherry consumption on all occasions and times when Chinese consumers could eat them, i.e. with their families, in special moments, with friends, or alone.
The new campaign will be developed before, during, and after the Chinese New Year, which will be celebrated on February 5, 2019. Carvajal emphasized the need to encourage consumption at other times of the year. "It is very important to continue marketing Chilean cherries in China outside the framework of the Chinese New Year. Our goal is to promote Chilean cherries before and after that period to maintain the frequency and penetration of purchases," he added.
Carvajal said that, even though the campaign would focus on China, they would also carry out promotional activities in South Korea, especially at points of sales and social networks by holding events in restaurants, hotels, and launches with opinion leaders. In addition, they will also carry out promotion activities in the US and Brazilian markets, as well as a market study in the United Kingdom.