European Union - Intercitrus
Promotion of a generic product
THE BRIEF
Introduction of oranges and clementines, as generic product, in countries unaccustomed to this type of fruit (Austria, Belgium, Denmark, Finland, Holland, Ireland, Sweden, Hungary, Poland, Czech Republic). Each country had its own differences in target, media penetration, consumption habits... that we had to analyze and take into account for the effectiveness of the campaign.
THE WORK
Each country had needed a personalized strategy and media plan. The general objectives of the campaign were:
- Increase the knowledge on the healthy and nutritional qualities of the product
- To incorporate the product into new consumption habits
- Upgrade the image of oranges and clementines
- Introduce the product to the children
THE RESULT(S)
The campaign remembrance has increased year after year, reaching over 210 million contacts across Europe.
