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CFFA announces 2010-11 promotions

by Tad Thompson | November 08, 2010
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.