Spanish food officials are to quadruple their marketing spend in a bid to get UK consumers to seek out and buy fresh produce from Spain and the Canary Islands.
For the first time, sectors will pool their resources and work together under the auspices of Foods From Spain, the country’s food promotional body, in a single campaign.
The £6m, three-year drive includes consumer press ads highlighting the quality of produce and point-of-sale activity. Adverts will appear in trade journals, women’s and food magazines and Sunday supplements from April.
Poster sites outside supermarkets will also be taken. In-store promotions will include
on-pack competitions to win villas and cars, and token-collect offers with cookery books up for grabs. Discussions are taking place with all major retailers.
Foods From Spain will also sponsor the World Cancer Research Fund’s Fruity Friday national awareness day on May 13. Product sectors involved in the initiative cover tomatoes, peppers, grapes, cherries, melons and Sharon fruit. Raspberry growers will not be involved because the adverse weather conditions in Spain this winter have damaged the crop.
Growers of strawberries, lettuce, broccoli and potatoes are not involved, though Foods From Spain said it hoped to get at least some of these sectors on board next year. Citrus fruit promotion is run separately.
Foods From Spain’s Rocío Alberdi said: “Spain has high credentials with UK consumers and we hope to build upon this to ensure Spain becomes synonymous with high-quality imported fruit and vegetables available in UK supermarkets.
“This strategy will enable us to develop a recognisable image for both trade and consumer. We also hope it will make our communications with retailers simpler and more effective.”
Richard Clarke
For the first time, sectors will pool their resources and work together under the auspices of Foods From Spain, the country’s food promotional body, in a single campaign.
The £6m, three-year drive includes consumer press ads highlighting the quality of produce and point-of-sale activity. Adverts will appear in trade journals, women’s and food magazines and Sunday supplements from April.
Poster sites outside supermarkets will also be taken. In-store promotions will include
on-pack competitions to win villas and cars, and token-collect offers with cookery books up for grabs. Discussions are taking place with all major retailers.
Foods From Spain will also sponsor the World Cancer Research Fund’s Fruity Friday national awareness day on May 13. Product sectors involved in the initiative cover tomatoes, peppers, grapes, cherries, melons and Sharon fruit. Raspberry growers will not be involved because the adverse weather conditions in Spain this winter have damaged the crop.
Growers of strawberries, lettuce, broccoli and potatoes are not involved, though Foods From Spain said it hoped to get at least some of these sectors on board next year. Citrus fruit promotion is run separately.
Foods From Spain’s Rocío Alberdi said: “Spain has high credentials with UK consumers and we hope to build upon this to ensure Spain becomes synonymous with high-quality imported fruit and vegetables available in UK supermarkets.
“This strategy will enable us to develop a recognisable image for both trade and consumer. We also hope it will make our communications with retailers simpler and more effective.”
Richard Clarke
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