Brazilian apple growers hope to raise the profile of their fruit with their first-ever promotional campaign in the UK this year.
Shoppers are to be tempted into buying Brazilian fruit with the chance to win a trip to Rio de Janeiro. They will be able to enter by collecting a proof of purchase and filling in an entry form with a tie-breaker question.
The main prize is a two-week holiday for two and 200 consolation prizes of t-shirts, CDs, beach towels, travel guides, cookery books and tickets to Berkshire's Living Rainforest attraction.
Local and national magazines and newspapers will also be targeted with advertorials and recipe ideas, and a web site www.winwithbrazil.co.uk has been set up.
The focus will be on Fuji and Royal Gala on sale in Tesco, Sainsbury, Morrisons and M&S. The campaign will also involve tastings in Tesco in June.
Last year Brazil exported 99,000 tonnes of apples, of which 92% came to Europe and 16% to the UK. Apples are now Brazil's most exported fruit, with more than one million tonnes grown every year.
The Brazilian apple season runs from April through to September.