As producers in Almeria start harvesting the first watermelons of this season, Anecoop has started the commercial and promotional campaign for one of its star products, the seedless watermelon, a 100% national product that is present in Andalusia, the Region of Murcia, the Valencian Community, and Castilla-La Mancha.
“The goal is to return to the 15% average export quota we had two years ago and surpass the volume we had in 2021. We are confident we can do it because of the increase in yields we expect this year, the crop recovery strategy that is being carried out in the province of Valencia, which has allowed us to double the area compared to the previous year, a commercial test that we are carrying out in the area of Seville, and a plan in Murcia to extend the campaign until mid-September. We are also optimistic that it will be a good campaign because, according to forecasts, it will be a hot summer; so customers have been willing to schedule the campaign,” stated Miguel Abril, commercial director of Anecoop.
“We want to continue being a benchmark in the production and marketing of seedless watermelons, appealing to consumers who choose socially committed brands that provide a quality product, guarantee environmental responsibility, take the side of the farmer, and bet on a 100% national seasonal product,” stated Alejandro Monzón, president of Anecoop.
Joan Mir, CEO of Anecoop, added: “The challenge for us, who pioneered the repositioning of conventional fruit, is to maintain our leadership. To achieve this, once the commercial planning of the campaign has been carried out, we must focus our efforts on reaching the consumer in the most attractive way possible, highlighting the product's flavor, fun, and health attributes, as well as its seasonality."
Promotion Campaign
The Marketing Manager of the entity, Piedad Coscollá, presented the communication campaign: “We wanted to highlight the attributes of the product and how its consumption strengthens and makes people more vital while making a relationship with fun and joyful spring and summer days. Watermelon is always accompanied by the arrival of good weather, light and rising temperatures, which demand refreshing seasonal and proximity fruits such as watermelon.”
The proposal for this promotional campaign in Spain wants to take advantage of the watermelon's geographical positioning attribute by taking pictures of the Bouquet watermelon in some of the most "Instagrammable" main production areas under the #picoftheday hashtag. The goal is to give visibility to the product while attracting the attention of the consumer. The campaign will invest strongly in online presence, as well as in the specialized press, local radio, autonomous, national, and cable TV.
Aerial advertising on the Mediterranean coasts will once again be one of the most important off-line summer marketing actions, as the beaches are expected to be full of tourists. This action, which is very linked to weather, will be supported by the presence of promotional spots in the eltiempo.es APP, which will run Bouquet watermelons ads on the hottest days and places.
The entity will also carry out promotional actions in France, the Czech Republic, and Poland. These actions will be coordinated together with its subsidiaries in those destinations.
For more information: sandiasbouquet.es