Despite the hard work involved in creating a brand name in the horticultural sector, Fresón de Palos has succeeded and has become the benchmark for Spanish consumers.
According to Nielsen, Fresón de Palos represents 30% of the share on the supermarket shelves and consumer spontaneous recall reaches 89% of awareness. “All of this is a result of the great emphasis put on the promotional work over the past decade and which over time has given very good results”, explains Jaime Zaforas, marketing manager of the company from Huelva.
This season Fresón de Palos has signed a partnership agreement with Sony Pictures to link the famous Smurfs and their film “The Lost Village” with eating these forest fruits. “This alliance fits in very well without our public target and also with the Woodland characters themselves, who eat smurfberries.”
To reinforce the action they have launched some 1 kilo packages with the image of the Smurfs, which are being very well received in most of Europe.
On the Spanish market, the company from Palos de la Frontera is keeping up an intensive promotion campaign using the main national television channels. In addition, consumers can opt for appetising prizes such as family trips to California, televisions, play stations, video cameras, Bluetooth headphones and cinema tickets.
The brand will extend this to the new berries grown by their cooperative associates, which in the case of blueberries make up 2 million kilos and in the case of raspberries, one million. Blackberries are the most recent project, becoming a reality during this campaign.
With 70 million kilos marketed, Fresón de Palos is the largest European producer, with a very clear differentiation compared to other operators in the sector, since 40% of its production remains on the Spanish market. “We are the only ones who have such an important sales share on the domestic market and this has made it easier to invest all our communication resources in building up a brand name.”
Additionally, the company has developed, alongside different partners, innovative products such as strawberry wine, gazpacho, gin, jams and ice creams. “The ultimate goal is to achieve brand presence during the few months when we do not have any production through the fruit that is used by industry and that we want to showcase,” the marketing executive emphasises.
