Frutaria, a company specialising in the production and marketing of stone fruit, has launched a promotional campaign for its Ondine® flat nectarine at Mercamadrid. Sweet, refreshing and ready to eat without peeling, Ondine® aims to position itself as the perfect fruit for healthy summer snacking.
“Although Ondine® has been successfully marketed since its launch in 2020, awareness of the variety is still relatively limited. That is why we want to take a further step in increasing its visibility and popularity,” says María López, Brand Manager of Ondine®. “Through these promotional activities, we have a dual objective: to give greengrocers direct exposure to Ondine® while providing them with point-of-sale tools to help drive sales in their stores,” she adds.
Ondine®: the snack of the summer
A natural cross between a flat peach and a round nectarine, Ondine® is the result of years of research and varietal breeding carried out by ASF Edition, the owner of the brand.
Its distinctive characteristics make it an ideal choice for the summer season: more than 14° Brix, a fully closed pistil end, smooth, thin skin with an intense and uniform red colour, suitable for eating without peeling, together with white flesh that is firm and crunchy.
Promotional campaign
The promotional events at Mercamadrid took place on 7 and 22 July. During these tasting sessions, greengrocers purchasing two or more boxes of Ondine® were invited to spin a digital prize wheel for the chance to win instant prizes. In addition, they received a promotional merchandising kit to decorate their fruit shops.
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Consumers purchasing Ondine® between 7 July and 1 September will have the opportunity to win a set of four tickets to Aquopolis water parks. The first 100 participants will also receive a waterproof phone pouch.
“We are delighted to launch these promotional activities in Spain. Following the excellent reception Ondine® has received in other European countries, the time has come to promote it in our home market,” López says.
“Snack the Summer”
This is the slogan under which Ondine® is being presented to European consumers this season. With a fresh, contemporary image, the campaign aims to appeal to young consumers with active and healthy lifestyles.
Running simultaneously in Spain, France, Italy, Germany and the United Kingdom, the campaign maintains a consistent visual identity while adapting its promotional activities to the characteristics of each individual market.
