Posts Tagged “Chilean Fresh Fruit Association”
A promotional campaign for Chilean fruit called the “Super Fruit Bowl” is lining up with the National Football League’s Super Bowl.
To celebrate the Chilean summer fruit season, the campaign “invites consumers to discover the wide range of fresh fruits available from Chile during the winter months” and offers them a chance to win tickets to the NFL’s big game, according to a news release.
The release said the contest is running on ESPN.com and the ESPN app through Jan. 19, with Chilean fruit ads continuing into February.
“This campaign was such a natural fit for us,” Karen Brux, managing director of the Chilean Fresh Fruit Association. “We’re in the heart of the biggest season for Chilean fruit, with blueberries, cherries, grapes and stone fruit 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.”
The release said digital ads and videos appearing on ESPN.com and the ESPN app will direct 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 Super Bowl, $1,000 in spending money and a one-night hotel stay.
The program is part of a larger promotional campaign for Chilean Fresh Fruit that will be running through April, according to the release.
When it seems the U.S. has fewer friends on the world stage, one exception continues to be the South American country of Chile. The United States enjoys a symbiotic relationship with Chile. The country ranks sixth among Florida’s top product export destinations, with over $3.9 billion in exports in 2011. Florida exports to Chile increased at a rate of 24.3 percent through October 2012.
The U.S. received 74 percent of total Chilean citrus exports in 2012.
And once that Chilean fruit arrives at an American port, you can bet it takes a truck to get it to the final destination.
Also in 2012, the U.S. imported fresh blueberries valued at nearly $419.8 million, a 12 percent increase from the previous year. Just over 50 percent of those fresh blueberries originated in Chile, which provides fresh blueberries to U.S. markets during the period of mid-November through January.
Canada shares a high demand for Chilean fruit with the U.S. According to a press release issued by Chilean Fresh Fruit Association in May 2013, Loblaws, a leading Canadian supermarket chain, increased its use of Chilean fruit by more than 20 percent during an import promotional period earlier in the year. Loblaws serves more than 14 million shoppers a week. It also has over a thousand stores across the entire Canadian territory.
There is also another issue to consider when thinking about the future relationship between the U.S. and Chile and other South American and Central American countries. Geographically they may be closer than other nations, like those of Asia or Europe, but fresh produce moves quickly today.