ORLANDO, FL — Retailer-tagged TV is again a cornerstone of the North
American promotion support program of the Chilean Fresh Fruit Association,
based in Sonoma, CA.
Tom Tjerandsen, managing director of North America for the Chilean fruit
promotion group, unveiled Chile's sophisticated 2010-11 marketing plans at
an Oct. 15 Chilean fruit meeting, here, which preceded the PMA Fresh Summit
convention and exposition.
Mr. Tjerandsen said that the promotion’s budgeted spending weight will
coincide with fruit shipments. Support programs begin at a low level in mid-
December and reach a peak in late February and early March. Promotion
support spending concludes in late April or early May 2011.
Historically, Chilean fruit exports to the United States begin to build in the last
week of November. From then, volumes generally skyrocket until a fast
reduction beginning in early April.
The national spot television campaign is driven by CFFA merchandisers
offering tags in selected spot markets to encourage retailers to focus their
promotion efforts during the weeks of their choosing. Generally, the TV spot
campaign will be the same as 2010, targeting 40 markets in the United States
and three in Canada.
The television ads will be tagged with logos of cooperating retailers when they
have elected to feature and promote Chilean fruit.
The spot television campaign this season also will involve segments targeting
a general market campaign and Hispanic broadcasts. Mr. Tjerandsen
elaborated: "A portion of the television weight will again be sent to Spanish
language TV stations to determine retailer receptivity and response to our
providing support in this rapidly growing market segment. If the test is
successful, we intend to build on that success in 2012."
The association will also advertise Chilean fruit on in-store grocery radio.
Retail display contests “are an area of renewed interest” and a tool that the
association will be plying this year. North American retailers will be taken on
tours of Chilean fields this winter.
The consumer public relations campaign will involve recipe releases and fruit
recipe distribution. Food editor outreach, syndicated food writer releases, a
Chile tour for consumer food editors and other public relations promotions
are also in the plans.
The association also has a communications program targeting fruit importers
both to inform them of CFFA activities and to receive feedback on what the
promotion group is doing.
In the foodservice realm, the association is developing promotions in many
sectors including major national foodservice suppliers, distributors, the
military and colleges. The association is also capitalizing on federal efforts to
integrate more produce consumption into school lunch programs. There is an
emphasis on “mid-level fast-food chains, which might be interested in
following the lead of McDonalds, Jack-in-the-Box, Wendy’s and others, by
offering healthful fruit salads,” he said.
CFFA personnel will make retailer office visits for direct contact with buyers
for in-depth discussions regarding mutually confirmed problems and
opportunities. Mr. Tjerandsen’s group is also conducting “Shopper Profit
Potential Research,” which would support “our contention that a shopper who
buys Chilean fruit leaves with a larger shopping cart total and purchases more
of profitable items than those who didn’t buy Chilean fruit,” he concluded.