We help Chile’s diverse export sectors strengthen their position throughout the world, through the creation, design and implementation of brands representative of each area. Within this framework, we promote Chile’s image abroad via the development of international marketing campaigns.
Fruits from Chile is the sectorial brand of the national fruit sector and its subsectors, that has for objective to position fresh Chilean fruit in the world.
This brand is headed by the Chilean Fruit Exporters Association (ASOEX) along ProChile since 2010. It seeks to highlight the virtues of origin, the product quality and the dedication of the Chilean workers, key factors that have transformed Chile into a global leader in the fruit business.
This strategy is consistent with the guidelines of the Chile brand and harmonic for the Chilean fruit industry and its related sectors. In this manner, it seeks to enhance the enter and develop of the Chilean offer in its main target markets, without losing the individual properties proper of each industry and keeping the country's seal as visible backup and support.
The sub-brands of Fruits from Chile are: Apples from Chile, Blueberries from Chile, Cherries from Chile, Citrus from Chile, Grapes from Chile, Hass Avocados from Chile, Kiwifruit from Chile, Pears from Chile, Prunes from Chile, Stone Fruit from Chile y Walnuts from Chile.
Target markets: United States, Latin America, Europe, and Asia.
Brand's Attributes:
Main actions:
The campaign commenced its implementation phase on early 2012, year in which the brand was launched on Berlin’s Fruit Logistica Fair, in Germany. To date, positioning activities have been carried out in the most important international fairs for the sector, considering the United States, Europe and Asia. Moreover, towards late 2014 a digital strategy commenced, involving the brand's diffusion through social and online media.
