The countdown is on. “German Asparagus Day” will take place for the second time on May 3, 2024 – again on the first Friday of the merry month. As was the case last year, the network of asparagus and berry associations wants to promote itself with many regional activities in direct sales and trade, on the website www.deutschlandspargel.de, but also with numerous marketing, PR and social media campaigns. Measures aimed at trade, politics and the public. The main aim is to draw attention to the quality and climate advantages, but also the fair growing conditions of asparagus grown in Germany. The concept was well received by consumers, retailers and producers last year.
German Strawberry Day
Now the network of asparagus and berry associations is going one better and launching the first campaign for local strawberries. They will also have their own holiday. In the middle of the season, they will celebrate extensively for the first time on May 24th. In the coming years, “German Strawberry Day” will always take place on the third Friday in May. The campaign website, which will be available shortly, will be called www.deutschlandbeere.de.
“The aim this season is to establish events with a great response with the second German Asparagus Day and the new introduction of the German Strawberry Day,” explains Fred Eickhorst, chairman of the network of asparagus and berry associations. For the success of the campaigns, which are to be expanded to include blueberries and bush berries next year, it is important that everyone gets involved. Only together as an industry and together with retailers can something be achieved to increase sales of asparagus and berries. The producer now has to plan campaigns, order advertising material and thus strengthen his own company and thus the industry.
Give food for thought
Strawberry Day is to be presented under the slogan “Simply unbearable”. With regard to purchasing decisions, the berry campaign is intended to provide food for thought regarding the world market, the climate and the situation of producers in Germany. For example, the question is raised as to how it is possible that well-traveled strawberries are offered cheaper by supermarket chains than German ones. In addition, the idea is to dispel the perception that local strawberries have become massively more expensive. An impression that has little to do with the largely stable prices – despite significantly increased production costs.
The campaign that is in the starting blocks is intended not only to strengthen direct sales, but also to give consumers advantages or nice surprise moments. So on the “strawberry holiday” a customer might receive a few berries for free or one of the cheeky postcards with cheeky sayings. Next year, the holidays will be further established and the long-term campaigns will be even broader.
2024-04-10 03:04:21
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