Anecoop
expects to surpass 150,000 tons of watermelon
The 2023 campaign will see an innovative project for the recovery of cultivation areas in Valencia, an increase in production area in La Mancha, commercial trials in Seville and a widening of the calendar in Murcia until September. “The goal is to return to the 15% export quota and exceed the volume we supplied in 2021,” said Anecoop commercial director Miguel Abril. The promotional campaign in Spain aims to place the Bouquet watermelon in some of the most ‘Instagrammable’ corners of the country and spread its influence throughout the main production areas through the use of the fashionable hashtag, #picoftheday (photo of the day). The campaign is designed to raise awareness via a strong online presence, as well as in the specialised press, on local radio and on regional, national and cable TV. Aerial advertising along the Mediterranean coast will be supported by the eltiempo.es app, which associates Bouquet watermelons with a user’s current location and the weather conditions. The Anecoop Group markets nearly one million tons of fruit produced by its 73 cooperatives and 23,000 Spanish farmers.
