With the arrival of the new harvest, the Migo® pear starts the new season with a powerful consumer campaign in various key markets in Europe. Thanks to the sunny and warm weather in the second half of the summer, the new crop of Migo pears is of good quality and taste. Therefore, the outlook for the upcoming selling season promises to be positive.
Consumer campaign in key markets
To kick off the new season, increase brand awareness and stimulate trial, Migo has developed a powerful marketing campaign. In Germany, for example, Migo has taken a 360-degree approach, starting with street sampling in several big cities. Combined with an extensive outdoor campaign, this will create additional visibility and brand awareness, as well as the opportunity to experience the crunch and sweet taste of a Migo pear. Additionally, online influencers will communicate and emphasize the unique product benefits of the pear. With this approach, it will reach consumers at multiple touchpoints.
Yet, in other key markets, the focus will be on product trial. In Sweden, for instance, Migo organizes a series of in-store tastings where consumers can try the crunchy and non-drippy pear and receive a free branded shopping bag. For added brand awareness and visibility, the tastings will be supported by in-store TV and an inspiring online campaign.
Tastefully crunchy
Migo is a crunchy yet sweet pear that can be eaten anywhere. It combines the convenience of an apple with the intense flavour of a pear. Variety manager EFC will continue to position the Migo pear as the best of both worlds.
Catchy claims such as 'crunchy like an apple, tastes like a pear' or 'good for the office: doesn't drip on the keyboard' will be used in communications to drive purchase of this 'tastefully crunchy' snack.
For more information:
EFC CV
[email protected]
www.migopear.com