Promotional Campaign 'Cherries of the Bari Region'
Agri-food industry, Campaign, Fruit
‘Cherries of the Bari Region’ is a promotional campaign for an important product of the agri-food sector of Puglia, Italy – the cherry. The campaign was centered around a number of promotional activities over a four-week period, targeting local producers, large-scale retail traders, educational institutions, retailers and local tourist agencies – so as to successfully promote both product and region to a local and national audience.
& RDP Region(s)
To promote the consumption of cherries by stressing the quality and importance of cherry production in Puglia – which produces 40% of all Italian cherries. More specifically:
1) to instill a sense of pride in cherry producers and a sense of trust in consumers;
2) to help to ensure the product is taken directly from production sites to large retail chains, giving strategic importance to farmers and short supply chain systems, benefitting local entrepreneurs and consumers;
3) to improve dialogue with the large-scale retail traders – who currently control 80% of the market share;
4) to create a 'product culture' amongst large-scale retail outlets, educational institutions and local gathering places for tourists.
Website design, branding and logo work (graphic design), packaging and promotional tools.
The campaign included the design and dissemination of the following products: logo; Website (www.ciliegiadelleterredibari.it); 70x100cm posters; exhibition desk for large-scale retail trade events; wooden exhibition corner; counter display units to be placed within accommodating facilities; wooden case for tastings; promotional roll-ups; informative brochures; conference folders; shopper bags; informative flyers for school activities; menu holders; badges; single-dose glasses for tasting/healthy snack at schools.
May - June 2012
€10 000 to €24 999
LAG Ponte Lama
Distribution & Promotion
The campaign was promoted by the LAGs and their partners, in the stores (fruit and vegetables stores and large retail outlets) and schools.
Assessment of effectiveness
The project “Cherries of the Bari Region’ brought together for the first time public and private stakeholders in the cherry supply chain to work on a common project to promote their region and the consumption of cherries of Bari. An increase in production and sales was seen as a result of the campaign.
Name of organisation
LAG Ponte Lama
Local Action Group
Local Action Groups – Ponte Lama, Le città di Castel del Monte, Sud Est Barese, dei Trulli e di Barsento, province of Bari, province of BT, professional agricultural organisations of the provinces of Bari and BT, Consortium of Protection and Enhancement of Cherry and Typical Fruit of Bisceglie.