A Blueberry Challenge roadshow has begun touring the UK as part of plans to boost in-season sales of Chilean blueberries.
The Chilean Fresh Fruit Association roadshow team are setting up ‘Blueberry Centres’ in large cities to give 70,000 consumers the chance to sample the fruit. The tour runs until the end of next month and is supported by regional radio PR offering £100 of supermarket vouchers. Advertorials are also running in women’s and lifestyle magazines.
A further 150,000 shoppers will be offered blueberries to sample in more than 400 Tesco, Morrisons and Asda stores.
Chilean producers are also promoting cherries in-store alongside blueberries as the seasons largely overlap.
The promotional activity is part of an expanded, co-ordinated Chilean fruit PR push across the UK, Germany, Austria, Italy and Russia.
The Chilean Fresh Fruit Association roadshow team are setting up ‘Blueberry Centres’ in large cities to give 70,000 consumers the chance to sample the fruit. The tour runs until the end of next month and is supported by regional radio PR offering £100 of supermarket vouchers. Advertorials are also running in women’s and lifestyle magazines.
A further 150,000 shoppers will be offered blueberries to sample in more than 400 Tesco, Morrisons and Asda stores.
Chilean producers are also promoting cherries in-store alongside blueberries as the seasons largely overlap.
The promotional activity is part of an expanded, co-ordinated Chilean fruit PR push across the UK, Germany, Austria, Italy and Russia.
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