The Andalusian Interprofessional Strawberry Association (Interfresa) is carrying out a promotion and communication campaign all over Europe, which started off in 2015 and will end in 2018.
The programme, called “Fresas de Europa, Vive la Roja” (European Strawberries, Enjoy the Red), is aimed at promoting strawberry consumption in Europe, by informing about the advantages and benefits of eating this fruit. Likewise, it will inform consumers about the differentiating values of the European Union production, with particular emphasis on aspects such as traceability, food safety and environmental sustainability.
The campaign’s actions will be developed in Germany, France and Spain. Amongst other actions, the GrüneWoche trade fair (Green Week) was attended in Berlin and a series of promotions will be carried out at points of sale in the main German supermarket chains, as well as promotional signs on shopping trolleys in the distribution chains. Likewise, the campaign will have a digital dimension with a strong presence on social networks and it will be accompanied by mass actions.
In Spain, promotional acts will be carried out using the image of two well-known faces from the large screen, the Singer Manu Carrasco and the Confectioner-blogger Alma Obregón. These European strawberry ambassadors are committed to participating in promotional commercials on social networks and television or attending events such as Fitur, Alimentaria or the ‘Salón de Gourmets’.
The project, awarded to the advertising agency and consultancy for the agrifood sector, Building Ideas, has an overall budget of 3.60 million euros and 20% of its funding will be supplied by Interfresa, whilst the European Union and Magrama will respectively invest 50% and 30%.
