A new major campaign for Chile Cherries

With the goal of surpassing the success of the past campaign, Chile's new cherry promotion campaign focuses mainly on Chinese consumers and invites them to "enjoy the Red Moment".

 

 

 

The campaign is the result of an industry-wide effort that brings together Chilean cherry growers and exporters and the Chilean government, as well as Chinese importers, distributors and retailers. The Chile Cherry Committee of ASOEX, together with proChile, is launching a major new campaign.

 

 

 

The campaign invites Chinese consumers to "enjoy the Red Moment" (Disfrutar del momento Rojo). The investment reaches $ 5 million for a 360º campaign that includes a presence at points of sale, social media and e-commerce, as well as smartphone applications, as well as advertising trade show and events, wholesale markets, in a total of 65 cities and for 39 days.

 

 

 

The new campaign will take place before, during and after the Chinese New Year, celebrated this year on February 5, 2019.

 

 

 

Last season, the campaign reached 573 million consumers in 64 cities, boosting weekly cherry consumption by 20% to 777 grams per family group.