Citrus fruit growers approach networks about pounds 15m ad blitz

By JOHN TYLEE, campaignlive.co.uk, Friday, 29 May 1998 12:00AM

Four agency networks are contesting a pitch to run a multi-million pound campaign to revive flagging sales of citrus fruits across Europe.

Four agency networks are contesting a pitch to run a multi-million

pound campaign to revive flagging sales of citrus fruits across

Europe.



Saatchi & Saatchi, Grey, McCann-Erickson and the Interpartners alliance

of independent agencies are rivals for the assignment from Spain’s

citrus fruit growers and exporters, who have earmarked a reported budget

of at least pounds 15 million.



At this week’s pitches in Valencia, the networks, partnered by local

shops, presented their proposals to boost the image of citrus fruits and

increase consumption, particularly among youngsters.



The initiative takes place amid a crisis period for Spanish producers

whose European markets are at best stagnating, having suffered sales

slumps of up to 20 per cent in the past five years.



The problems stem partly from over-supply but also from the appeal of

new snacks and drinks to young people, many of whom see fruit-eating as

’uncool’.



The advertising, which will focus on oranges, will also include

clementines, tangerines and lemons.



The budget for the campaign is not finalised and depends on the level of

the financial support coming from the EU - whose officials will have to

ratify the winning network’s appointment - and other Spanish

authorities.



This article was first published on campaignlive.co.uk

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