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    Campaign Promotes 'Summer Fresh' Chilean Fruit

    Retailers can tailor TV spots to their own regions.

    The Chilean Fresh Fruit Association (CFFA) will launch a spot television marketing campaign in more than 40 U.S. and Canadian markets to showcase the South American nation’s exported fresh fruit. Funded by the Chilean Exporters Association and the Export Promotion Bureau (ProChile), the regional spots aim to reach 83 percent of targeted U.S. and Canadian television households, the CFFA will emphasize the availability all winter long of “Summer Fresh” items from Chile, which is located in the Southern Hemisphere, where the seasons are reversed.

    Grocers can even tailor the commercials to their own regions. Those offering in-store promotions on Chilean fruit have the opportunity to add their own personal five-second tag at the end of the ad. They can also visit www.chileanfreshfruit.com for "Summer Fresh from Chile" sales and merchandising support materials to enhance their in-store displays. The ads will run from January through mid-May.

    Since research shows that Chilean fruit purchases are often made on impulse, the Sonoma, Calif.-based CFFA is also rolling out an in-store point-of-purchase radio marketing program. Distributed by the POP Radio National Network, the 56-day initiative will target almost 4,600 stores starting Jan. 31. The campaign is designed to reach consumers at a critical moment of decision-making, exposing them to messages about all of the sweet, nutritious, flavorful fresh fruit available in the produce department while they move through the store.

    Promoting Chilean fruit at the point of sale is critical. According to loyalty-card data, total-store purchases were 32 percent higher among shoppers who bought Chilean fruit. Consumers who bought Chilean fruit spent an average of $99 at checkout, while those who didn’t purchase Chilean fruit averaged $67 at the register. Retailers can download the full report at the website mentioned above.

    Chile exports more than 70 fresh fruit varieties to North America, including peaches, plums and grapes.
     

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