The promotional ad from the Rocha Pear Producers’ Association (ANP) will be shown for 39 days, during the “Magic of Christmas” market located in the Tuileries Gardens, where 15 million visitors are expected.
The Rocha do Oeste pear will be displayed at this large Christmas market in Paris, just outside the Louvre. The promotional ad, which has as protagonist this Portuguese variety, will appear on the giant screen of the market until the 6th of January, 2019. The goal of this ad campaign organized by the Rocha Pear Producers’ Association is to get the French market acquainted with this 100% Portuguese variety.
The 15-second ad is played four times an hour on the giant screen of the market, which is open to the public 12 hours a day, for 39 days. The “Magic of Christmas” takes place in the royal Tuileries gardens, on the right bank of the Seine river, just outside the Louvre, most visited museum in the world, and stretching all the way to the Champs-Elysées. Its organizers anticipate at least 15 million visitors.
“This is a unique opportunity to present the Rocha do Oeste pear not only to the French consumers but also to the millions of foreign tourists who will be visiting Paris during the holidays,” says Domingos dos Santos, president of ANP. “On the one hand, we want to show that we are already present on the French market where this variety is known as the ‘Portuguese pear’. And on the other hand, we wish to make known the territory which produces this fruit, the pear trees of the Oeste region of Portugal.”
This initiative follows another promotional campaign carried out a month ago on 340 billboards in the streets of Paris to promote the Rocha pear and accentuate the uniqueness of this exclusively Portuguese fruit. “Rocha pear, the taste of Portugal” is the slogan of the campaign which now opens up a new chapter, this time in video format. With the Oeste region in the background, the ad focuses on the taste and on the freshness of the Rocha pear.
France is the fourth largest export market for the Rocha pear, having imported more than 13,400 tons in 2017/2018. This year, the Portuguese variety is sold in some of the largest retail chains of the French market.
This promotional campaign is part of a larger project to promote the Rocha pear on foreign markets and make the variety and its country of origin known internationally.
The objective is to contribute to an increase in exports, through promotional campaigns abroad and by gaining a better knowledge of the target markets, and also to stimulate the evolution of the sector in the value chain. The project is co-funded by Compete 2020, within the Competitiveness and Internationalization Operational Program.
The total investment is 430,902 euros [490,160 USD], 85% of which come from the European Regional Development Fund (ERDF).