Spanish Picota producers have kicked off their 2025 UK marketing campaign as they continue to raise awareness of the unique cherry.
Naturally stalkless Picota cherries are known for their deep red appearance and small, crunchy profile. They have gained an increasing fanbase in recent years during their short two-month sales window as shoppers enjoy in their taste and versatility. This season, the UK will be able to get their hands on them in stores from next week.
Producers’ are expecting a medium-to-high harvest this year and plan a wide-ranging UK marketing campaign to remind consumers of the fruits’ many benefits.
New recipe development will be at the heart of the promotional push, with UK-based Spanish chef Omar Allibhoy creating recipes that celebrate the Picota cherry and its versatility in different dishes. The recipes have been professionally styled and shot by award-winning food photographer Costas Millas and will both be distributed to the press and used on social media.
Social media activity is running on both Facebook and Instagram until mid-August, with a particular focus on the Pick a Picota Week at the start of July. This spotlight event will feature interactive competitions, brand new recipes and additional posts to encourage purchase.
For retailers, promotional activity will include Picota-branded display units in-store, trade advertising and retail head office sampling.
Agrupación chief executive, Mónica Tierno Díaz, said: “We are excited to be sharing our new-season fruit with UK consumers and highlighting why Picotas are such a great choice during the summer months. Through our campaign we want to show how versatile Picotas are both as a delicious, healthy snack and as an ingredient within a wide range of dishes. Picotas have been gaining in popularity every year in the UK and we’re looking forward to building on that in the weeks ahead.
No comments yet