Marketing and communication coming into full swing

The marketing campaign for the Perla Nera watermelon has just started, and with it, the national advertising campaign. The new spot, presented at Macfrut, also features Bruno Francescon as an actor (cutting the watermelon).

Group photo during Macfrut.

In Italy, Perla Nera is grown in the provinces of Mantova, Emilia-Romagna, Lazio, Puglia, Basilicata, Sardinia and Sicily. Domestic production is available until September in all major supermarket chains.

Bruno Francescon, Andrea Peviani and Sergio Giardina.

Perla Nera is the dark-skinned, low-seeded midi watermelon, particularly sweet and crunchy, produced exclusively by O.P. Francescon, Peviani S.p.A. and O.P. La Mongolfiera.

This year's season has started off well," says Bruno Francescon, president of the Consortium, "and we are optimistic that it will continue". As planned, production in Sicily began in May, followed by production in the regions of Campania, Lazio, Puglia, Emilia Romagna and, finally, the province of Mantua, which will be in full swing in July. In total, we are expecting growth in terms of volume as well, as we have exceeded 800 hectares of production, increasing the area by about 10% compared to 2023."

Bruno Francescon.

Meanwhile, TV and radio advertising has already begun during the Moto GP Grand Prix on Sky TV.

"Perla Nera is recognized by consumers as a premium watermelon," says Andrea Peviani, Commercial Director of Gruppo Peviani, "and we have also transferred this concept to the brand's promotional campaign, choosing to support some of the most popular and attended events of the summer of 2024, where the general public will be able to get to know and meet all the quality in our range."

Sergio Giardina, commercial director of O.P. La Mongolfiera, concludes: "The 2024 season is just beginning and, as a brand, we are planning several other initiatives to improve and promote awareness of our watermelon. Our efforts made so far show that we are moving in the right direction."