The Chilean Fresh Fruit Association is adding retailer 'tags' to its Blueberries from the South TV adverts to tell shoppers where the fruit is stocked.

Adverts carrying the strapline 'Get some blueberries in your life. In-store now', have been running since October. However, 'In-store now' will be replaced with 'Available at... ' in a proportion of the adverts.

Sainsbury's will be the first to feature, as of this week, and the CFFA has invited all other major retailers to participate. It claims it is the first time retailer 'tags' have been added to food supplier TV adverts.

The retailers had not been charged for the addition of the tag as it was simply a way to drive sales, said CFFA European field manager Lianne Jones. "It's quite a coup to get the retailers for your generic ad to agree to a tag," she said.

The CFFA hopes to increase winter penetration of blueberries from 27% to more than 60%.