The campaign kicks off in July and will promote southern hemisphere fruit from South Africa, Australia, Argentina and Uruguay. In-store tastings, information booklets and a holiday competition will be backed by online advertising and consumer and trade press activity. Sampling will also be held at key outdoor events.
The promotion aims to highlight ClemenGold a sweet, seedless fruit with smooth skin and no green specks as a snack item as well as part of the weekly shop. ClemenGold has been stocked in the UK for the past six years but this will be the first time it has had an integrated PR campaign. Last year 650,000 cartons of the fruit were imported to the UK.
Supplies of ClemenGold are available for most of the year.