Foods From Spain

Picota Cherries Persimon Plums Berries Cherimoya

In-store Promotions National Primary Schools Competition Young Spanish Chef of the Year

Foods from Spain launches largest promotion

Foods from Spain has announced details of its integrated promotion for fresh Spanish fruit and vegetables for 2007, which will see the addition of new products and be funded with the largest budget to date.

Launched two years ago, the initiative aims to raise the profile of fresh Spanish produce among consumers, and brings several campaigns under a single co-ordinated promotion. This year, the combined budget for the campaign is expected to be approximately £2 million.

Spanish strawberries and raspberries and cherimoya have been added to the 2007 campaign; these join Picota cherries, Superior seedless grapes, plums, persimon and Canary Islands tomatoes, which have already spent two years under the integrated promotion.

Each product is funded by its growers’ association jointly with Foods from Spain, and run on an individual basis. Activities include a combination of in-store media and on-pack offers in the main UK supermarkets, advertising and advertorials, and trade and consumer pr, including press trips to production regions in Spain.

Last year, retailers saw growth in all the fresh produce categories promoted by Spain at key times of the year. Persimon sales, for example, grew by 60% during its promotion in October to December last year, while retailers that took part in the campaign for plums saw increases in sales of this fruit, against a declining market (see www.foodsfromspain.co.uk for press releases on both campaigns).

Director of Foods from Spain, María José Sevilla, said: “We are very much looking forward to this year’s promotional campaign. This is the third year we have run initiatives to promote Spanish fresh produce on an integrated basis, and we’re already seeing strong results.

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Foods from Spain has released details of its integrated campaign for fresh produce for 2008

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Picota cherry season begins in UK supermarkets

Foods from Spain launches largest promotion

Foods from Spain unveils campaign for 2007

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