Chile starts a campaign to promote stone fruits and blueberries in Spain

Last week the Chilean ambassador to Spain, Francisco Marambio, officially started a new promotional campaign for Chilean cherries, blueberries, peaches and nectarines.

The celebration took place at El Corte Ingles in Castellana, in Madrid, and was attended by representatives from ProChile, the body of international promotion of the productive sectors of Chile; the Fruit Exporters Association of Chile AG (Asoex); category importers and El Corte Ingles, the chain that will lead this campaign over the year.

On the occasion, the Ambassador of Chile highlighted the strengthening of bilateral relations between Spain and Chile, adding that the Chilean fruit industry is an example of dynamism and export potential. Marambio added that Chile wanted to present its exquisite food products and announced that they, together with Asoex and ProChile, were studying further actions to disseminate the variety and quality of Chilean food.

Meanwhile, Lorena Sepulveda, director of ProChile in Spain, spoke about the importance of public-private collaboration in these promotional activities, which include the Forestry and Agricultural Funds for the Promotion of Exports of the Ministry of Agriculture of Chile, which are administered by ProChile. Said funds have been used for 5 years to carry out actions to position the Chilean fruit to the end consumer, "because we want them to know the excellence of our fruit," she said.

Ronald Bown, president of Asoex, stressed the importance of the new season, which marks the beginning of the commercialization of Chilean fruit, allowing Spanish consumers to enjoy the fresh produce at a moment when there is no production in Spain.

Moreover, the leader stressed the new promotional campaign that has been launched in Spain, which reinforces the importance of eating fresh fruit throughout the year, and which represents the new direction in communication campaigns in Europe that starts positioning Chilean fruits as a preferred snack during winter, especially among children.

It should be noted that during the 2014-2015 season - Chile exported 32,777 tons of fruit to Spain, mainly of kiwis and red apples.

Creativity for all consumers
The new graphic creativity of the Chilean fruits campaign reinforces the image of nature, freshness, quality and diversity of the Chilean fresh fruit industry.

The famous Humboldt penguin mascot, a protected species that inhabits the Chilean islands, invites all audiences to enjoy eating fresh fruits.

Humboldt is accompanied by illustrations of all Chilean fruit that make up the rich variety offered by the country. The promotional campaign in Spain, which starts in in late fall and early winter, focuses on peaches, blueberries and cherries, presented in the form of snacks.

These three Chilean fruit star in the promotion specials being carried out in more than 30 outlets of El Corte Ingles ( El Corte Ingles supermarkets, Hipercor and Supercor) in different Spanish provinces.

Promotions include animations with promoters, fruit tastings, and the delivery of a childhood pastimes book: The Adventures of Humboldt and his friends.

Additionally, consumers are given informational brochures of the fruits.

A novelty for this year is that during the opening day of the promotion, there was a tasting of the Chilean fruits at the restaurant of El Corte Ingles in la Castellana.


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