UK Cameo® apples will be supported in 2023 by a social media campaign that will run from January until the end of April aimed at increasing consumer awareness of the variety and its attributes. This will build on the success of previous Facebook campaigns, but it is being expanded to include Instagram Reels and TikTok as well as a greater number of Facebook posts.
Facebook has a particularly high proportion of viewers of 45 years of age or more, whilst TikTok users are mainly in younger age groups, as is the case with Instagram Reels. Running the campaign on the three platforms should ensure good impact on consumers of all ages. The posts for each platform have been created to mirror the preferences of their users with the TikTok and Instagram Reels videos being shorter than those for Facebook and linked to topical stories on the day.
Adrian Barlow, UK marketing consultant for Cameo® Europe SAS said: “This season we have a crop slightly in excess of 5,000 tonnes, most of which we anticipate will be sold by early May. Cameo® has exceptional storage potential, as demonstrated by its remarkable performance in the 2021/22 British Long-Term Fruit Storage Competition where the winning entry in its class achieved a perfect and unrivalled score of 100%. Greater production will enable us to sell the variety throughout the summer, but increased consumer awareness of Cameo® will be required to develop demand. Hence the new campaign is an investment for future success.