Chilean Fresh Fruit launches “Super Fruit Bowl” campaign
A promotional campaign for Chilean fruit called the “Super Fruit Bowl” is lining up with the National Football League’s Super Bowl.
To celebrate the Chilean summer fruit season, the campaign “invites consumers to discover the wide range of fresh fruits available from Chile during the winter months” and offers them a chance to win tickets to the NFL’s big game, according to a news release.
The release said the contest is running on ESPN.com and the ESPN app through Jan. 19, with Chilean fruit ads continuing into February.
“This campaign was such a natural fit for us,” Karen Brux, managing director of the Chilean Fresh Fruit Association. “We’re in the heart of the biggest season for Chilean fruit, with blueberries, cherries, grapes and stone fruit now arriving to North America. With a “super fruit bowl” available to U.S. consumers, this is a great opportunity to attract consumer attention and build awareness for Chilean fruit.”
The release said digital ads and videos appearing on ESPN.com and the ESPN app will direct consumers to a landing page where they can learn more about Chilean fruit and also enter to win two tickets and VIP passes to the Super Bowl, $1,000 in spending money and a one-night hotel stay.
The program is part of a larger promotional campaign for Chilean Fresh Fruit that will be running through April, according to the release.
“It’s important for us to build consumer awareness and demand for Chilean fruit, but it’s also essential that we give retailers the support they need to drive sales,” Brux said in the release. “Our merchandisers work closely with all industry segments, developing programs that will be most effective for retailers. We also provide weekly crop reports so everyone involved in the sales and distribution of our fruit can make informed decisions based on the latest updates.”
Chilean blueberry and cherry shipments from Chile are well underway, ad the release said cherry promotions will continue through January and blueberry programs going strong through February.
Chilean stone fruit will be promoted from late January through March, according to the release, with grape promotions planned from February through April. More details on the promotional efforts are available at fruitsfromchile.com.
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