The Cherries from Chile brand was developed in 2011 by the Chilean Fresh Fruit Exporters Association (ASOEX) under ProChile's Sectorial Brand programme, as a sub-brand of Fruits from Chile.
The objective is to position the brand at final consumer level in the Asian market to increase the consumption, entre and purchase frequency of Chilean cherries in this segment during the greater arrival periods of the product, specially before and during the Chinese New Year, highlighting the differentiating attributes of the brand.
Chilean cherries have been used as launching to pave the way for other Chilean fruits.
Target markets: India, Vietnam, Thailand, South Korea, and China (tier 3, 4 and 5)
Main actions:
The promotion activities to be performed by the brand include a mix of actions intended for the final consumer and, on second instance, for the distributors of the sector, such as: sector workshops, advertising on mass media (press, TV, online, social networks) and promotions at the points of sale (POS). The significance of this campaign is to directly stimulate the product's demand, especially during the end of the year celebrations, whose main action is to give fruits as gifts between loved ones.
The current campaign focuses on the use of social networks with local KOL, E-Commerce channels and activities at the POS.