The Economic and Commercial Office of the Spanish Embassy commissioned Pink Sky to run a marketing campaign to promote its Picota cherry, which is awarded European Protected Designation of Origin status.
The Picota cherry has a short season of just six weeks per year, so we had the challenge of building anticipation of the season, as well as promoting the fruit throughout. We used a variety of promotional methods throughout the campaign to communicate the Picota story, and also worked with animation agency Young to produce a short video detailing the journey of ‘Pico the Picota’ - a cherry character who tours the UK for six weeks a year.
The two campaigns were incredibly successful, with sales reaching a record high across multiple supermarkets.
We were privileged to visit the beautiful Valle del Jerte a number of times, to learn the story of how families join together to tend their terraced gardens that adorn the mountainsides. Cherry trees cover the mountains, and there is a beautiful blossom festival each year. Each family owns a bit of land and tends to their trees, harvesting a crop of Picota cherries each year that are delivered to various depots with a barcode to identify each individual for payment. From the depots the cherries are taken to a packhorse where they are washed, graded, sorted and packed for European retail.
Jorge Postigo, Head of Department, ICEX