Chilean Fresh Fruit Association Launches "Super Fruit Bowl" Campaign
- by Anne Allen
SAN CARLOS, CA - Watching the Super Bowl is a time-honored tradition in the Allen family household, and just like dozens of other consumers, we’re constantly looking for ways to incorporate fresh produce into the game day festivities. The Chilean Fresh Fruit Association (CFFA) is leaning into this desire, launching its “Super Fruit Bowl” campaign, a program that invites consumers to discover both the wide range of Chilean fresh fruits and a chance to win tickets to the Super Bowl.
“This campaign was such a natural fit for us,” stated Karen Brux, Managing Director. “We’re in the heart of the biggest season for Chilean fruit, with blueberries, cherries, grapes, and stonefruit now arriving to North America. With a ‘Super Fruit Bowl’ available to U.S. consumers, this is a great opportunity to attract consumer attention and build awareness for Chilean fruit.”
Digital ads and videos appearing on ESPN.com and the ESPN app will drive consumers to a landing page where they can learn more about Chilean fruit and also enter to win two tickets and VIP passes to the Big Game, $1,000 in spending money, and a one-night hotel stay.
A press release noted that the new consumer program is one element of CFFA’s broad marketing campaign.
“It’s important for us to build consumer awareness and demand for Chilean fruit, but it’s also essential that we give retailers the support they need to drive sales,” stated Brux. “Our merchandisers work closely with all industry segments, developing programs that will be most effective for retailers. We also provide weekly crop reports so everyone involved in the sales and distribution of our fruit can make informed decisions based on the latest updates.”
Blueberry and cherry shipments from Chile are well underway, with cherry promotions continuing through January and blueberry programs going strong until February. Stonefruit will be promoted from late January through March, with grape promotions running from February through April.
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