September 19, 2018

AVA Berries to bolster brand awareness at Royal Highland Show as part of new summer marketing drive

Angus Soft Fruits will sample its range of AVA Berries at this year’s Royal Highland Show as part of an ambitious PR and marketing drive set to increase demand for its premium berry line.

The varieties included under the AVA Berries banner have all been bred with flavour, yield and sustainability in mind. At the Royal Highland Show, consumers will be able to sample the full range of AVA Berries, including Scottish grown AVA™ strawberries, Karaka Black Blackberries, and Lagorai and Vajolet raspberries.

The new marketing drive is designed to build awareness of AVA Berries and trust in the brand. As part of the experiential brief, over 12,000 Scottish grown AVA™ strawberries were distributed to hungry runners and spectators across the Edinburgh Marathon Festival weekend at the end of May. In early June, AVA Berries embarked on three days of sampling at supermarkets in Edinburgh, where it is estimated almost 5,000 people in the capital sampled their AVA™ strawberries.

The PR campaign kicked off for National Strawberry Month in May and will run to September, raising further awareness of the brand among key consumer audiences, as well as helping to develop partnerships with high profile chefs and an Edinburgh-based personal trainer.

Jill Witheyman, Marketing Manager at Angus Soft Fruits, said: “We’re excited to be at this year’s Royal Highland Show sampling our full range of AVA Berries. Our main motivation for taking on this PR and marketing drive is to demonstrate why varieties under the AVA Berries banner provide the best in seasonal flavour.

“The feedback we have been getting so far has been extremely positive, with people remarking on the sweetness and delicious texture of AVA berries.”

AVA Berries, including AVA™ strawberries, Karaka Black Blackberries and Lagorai and Vajolet raspberries are available now and can found in the premium lines of supermarkets across the UK.

The Royal Highland Show runs from Thursday 21 June to Sunday 24 June 2018 at the Royal Highland Centre, Ingliston. AVA Berries will be in Scotland’s Larder Live! area and consumers and berry lovers are invited to #TasteTheBerryBest.