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Fresh Ideas: Promoting South African Apples in UK Retail Stores

Discover innovative ways to boost sales of South African apples in UK supermarkets through targeted advertising strategies and engaging promotional materials. Enhance visibility, drive customer engagement, and capitalize on seasonal demand with creative marketing approaches.

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Fresh Ideas: Promoting South African Apples in UK Retail Stores

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  1. Examples of Bespoke Retailer Activity

  2. Sainsbury’s Photographic Barkers – Table Grape • ‘Best in season’ photographic barkers positioned at the shelf edge to highlight South African grape

  3. Sainsbury’s Tip Cards - Apples • Sainsbury’s tip cards are positioned at the front of store and make up a series of ‘tip cards’ that change every month • You cannot buy this media but we will encourage Sainsbury’s to include apples in a tip card whilst South African apples are in season

  4. Tesco Real Food Magazine - Plums • Dec/Jan Issue • Half-page advertorial to highlight ‘New season South African Plums’ in store • 1 million circulation, available free in store • Bi-monthly guide to new and in-season products

  5. Morrisons Radio - Table Grape 4 weeks 400 stores 30-second clip played out in store to highlight the South African grape season and remind customers to try a different variety Click to play

  6. Morrisons In-Store Leaflets – Peaches & Nectarines • Morrisons leaflets are A5 in size and are positioned either at the fixture itself or at customer services • 1,000 printed per store • Leaflets are connected to ‘Win’ offers so we could communicate the holiday offer

  7. Tesco.com - Apples World’s largest online grocer with 48% market share in the UK Reaching 1m unique customers every month (up 10% YOY) A fully Branded Page communicating SA apple varieties and/or communication on the World Cup offer Shelf Talkers providing the opportunity to easily add apples to their shopping basket and alter customer behaviour Fresh Fruit Banners display banner adds in a highly targeted section Food & Drink Homepage banners providing exposure to the grocery shopping section Run Of Site (ROS) Banners Over a 4-week period

  8. Asda Foyer Posters - Apples • All stores i.e. 340 • 2 weeks • Foyer posters displayed in the high-traffic entrance area of Asda stores • Customers will see the posters as they enter the store so this will act as a clear prompt to purchase • Foyer posters will highlight that South African apples are in season, encouraging customers to pick up a bag today (Example)

  9. Waitrose Food Illustrated & Recipe Card - Apples • Half-page advertorial in Waitrose Food Illustrated’s April or May issue • On-shelf: 26th March or 30th April • At our meeting with Waitrose we will also look at options for recipe cards, photographic barkers and Waitrose New magazine

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