"Abundance" of late strawberries prompts £100,000 online sales drive

Online advert - image:British Summer Fruits
Online advert - image:British Summer Fruits
British Summer Fruits has launched a £100,000 online advertising campaign to help maintain strawberry sales over the coming month, after forecasts indicated plentiful supplies of late-season fruit.

Chairman of British Summer Fruits Laurence Olins said: "We are facing an abundance of fruit because of the balmy weather. Growers’ mid-season crops have ended, but excellent yields from our delicious later season varieties have produced more strawberries than previous years, so we will have a plentiful supply of exceptionally good British strawberries until the end of summer."

Under the "Strawberries Say Summer" slogan, the adverts are running on food and lifestyle websites to drive audiences to the Seasonal Berries Facebook page. A recipe application has also been developed with a "slingshot" button added, which enables shoppers to add products directly to their online supermarket basket with one click.

Having invested solely in PR for the last eight years, this is the first time British Summer Fruits have undertaken a fully integrated marketing campaign, comprising digital advertising, social media and PR.

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