Cherries from Chile: Enjoying the red moment in China with Chilean cherries

Cherries of Chile, a cherry brand, tripled consumption in China over a period of 4 years through successive B2B and B2C Chinese marcomms campaigns.

Campaign details

Brand: Cherries from ChileAdvertiser: ASOEX A.G. (Chilean Fresh Fruit Exporters Association)Entrant: ASOEXCategory: Single MarketPrincipal author: Ignacio Caballero, ASOEX A.G.Contributing authors: Marian Schmid, Consultant; Sergio Gamboa, Consultant

This case study documents how the Chilean cherry export industry tripled consumption of Chilean cherries in China over a period of 4 years - from March 2016 to February 2020 - thereby increasing the FOB1 total export value from US$ 552 million to US$ 1,434 million (+160% growth)2. This unprecedented feat, in tandem with a planned production...

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