UK: Peruvian avocado campaign sets sights on everyday usage
The initiative, which is rolling out in retailers and in the media, aims to highlight avocados to shoppers as a fruit they can purchase for everyday, rather than occasional use.
Arturo Medina Castro, general manager of ProHass said: "We have been working closely with importers and retailers across Europe to develop bespoke promotional packages for selected retail chains – with the dual objective of highlighting the advantages of sourcing avocados from Peru and driving sales at the point-of-sale. With a low annual retail penetration for avocados – of just 25 per cent in the UK - this is a category with incredible potential for growth."
ProHass is running a further European promotion for Peruvian avocados in France, and is promoting for the second consecutive year in Germany.
"Our campaign will aim to engage with shoppers to make them aware of the versatility of avocados, encouraging new consumers into the category by trialling the product, and encouraging more frequent purchases amongst those people who already buy," continued Medina. "There will also be communication of the health benefits of eating avocado and simple preparation and ripening guidelines."
In-store activity will see a mixture of consumer sampling in retailers and educational leaflets on packs of Peruvian Hass, as well as advertising on retailers’ customer websites.
Media activity includes editorial recipe features running in several consumer magazines and on websites, as well as an online video on www.deliciousavocados.co.uk, which aims to show how easy avocados are to prepare and three simple ways of using them.
For the catering trade, information and recipe packs are being sent to sandwich shops around the UK, with a competition for those who include and advertise an avocado-based sandwich on their menus for at least a month. There is £1,000 prize and public relations opportunities for the winning shop.
Latest production figures for Peruvian Hass forecast a production of 88,000 tonnes, of which 80,000t will be exported. Some 47,000t will be shipped to Europe, with a forecast of 4,200t to the UK and 13,000t to the French market.
For more information:
Ashleigh Mackenzie
RED Communications Ltd
Tel: +44 1480 465953
Fax: +44 1480 466524
[email protected]
www.redcomm.co.uk