Throughout the month of November, a national kaki promotional campaign will be carried out by both Anecoop and the Regulatory Council of the Protected Designation of Origin kaki Ribera del Xúquer. Kakis have a great potential, but the fruit is still unknown by many consumers. The main objective of the new promotional campaign is to improve the knowledge about the product, targeting a wide audience through media and actions not limited exclusively to the field of food.
Anecoop expects 150,000 tons of fruit to be harvested in the current kaki campaign, exceeding the volumes obtained in previous years. Worthy of note is that the adverse weather conditions recorded in October have not caused any losses, and the quality of the harvest is good.
There will be two complementary and simultaneous campaigns (PDO Kaki Ribera del Xúquer and Kaki persimon Bouquet) with high rates of national coverage. The cost of the campaign will amount to around 1 million Euro, with 80% of the investment made between the end of October and November.
In addition to the promotion in Spain, Anecoop will support the PDO in campaigns in the United Kingdom, France, Germany, Canada, the United Arab Emirates and Saudi Arabia.
National campaign for PDO Kaki Ribera del Xúquer
The main communication strategy of the campaign, co-funded by the European Union and the Government of the Region of Valencia, and which will cost € 650,000, will be based on promotional television broadcasts, both with segments within programs and through sponsorships.
The campaign will also be disseminated on social networks through bloggers, influencers and the media. It is estimated that the campaign will get 820,000 guaranteed views through these media.
Kaki persimon Bouquet national promotion campaign
Parallely, the Kaki Persimon Bouquet campaign will cost € 285,000 and its communication strategy will be television based, appearing both on cable television and on thematic channels, as well as their social networks. There will be promotional spots starring comedian Luis Piedrahita, as well as contests and promotions. The campaign will also be broadcast on the radio, through which it will reach 1,600,000 potential listeners, and there will be explicit advertising at Renfe train stations.