Seasonality is to become the main focus of the new PR campaign run by Sputnik Communications to promote the berry sector. British Summer Fruits and Winter Berries initiatives will now operate under the name Seasonal Berries. The new campaign direction was announced at the first ever Berry Congress, held in London on the 15/16 May 2008.

Laurence Olins, Chairman of Seasonal Berries commented: “The new campaign is all about celebrating our soft fruit in season. One of the most striking outcomes of consumer research we commissioned was the importance the consumer places on seasonality. We want to ensure consumers are aware of the different berry seasons and encourage them to purchase our fruit when it tastes best.”

The Seasonal Berries group, which together represents 95% of berries supplied into UK supermarkets, has a new identity and logo. A refreshed website with the new name, www.seasonlberries.co.uk will be launched on the 2nd of June and will focus on celebrating the individual berry seasons including the British strawberry, raspberry and blackberry seasons, the Chilean blueberry season and Spanish strawberry season.

The campaign activity will include a series of press visits to British berry farms, a radio campaign, and the use of a high profile chef to endorse the campaign, conduct media events, briefings and develop recipes for each of the fruit seasons. The new Seasonal Berries spokesperson will be announced in the coming weeks.