Cherries are being promoted as the ultimate pick me up snack in a new advertising campaign due to hit airwaves this summer.
The integrated radio campaign aims to drive sales of the fruit in the lead up to Christmas and fuel the fruit’s short sale window of just 100 days.
Online activity will also help push the message to swap chocolate bars and other unhealthy snacks with the “flavorful, healthy, ruby-red fruit”.
Simon Boughey, chief executive of Cherry Growers Australia, said the campaign is based on consumer research.
“Many people are still unaware of the amazing health properties of the humble cherry – we want to change that,” Boughey said.
“Cherries are a good source of Vitamin C, contain no fat or cholesterol and can genuinely lay claim to the ‘superfruit’ label as they are packed full of antioxidants and other phytonutrients which may offer protection against heart disease, ease arthritis pain and alleviate gout.”
The new initiative was driven by a group of Victorian cherry growers which financially contributed to the campaign and was partially-funded by the industry’s marketing levy.
More than 500 radio commercials are set to run across stations such as Mix 101.1, 2GB, 4BC and 3AW until December 14.
