Richmond Towers is to spearhead a pounds 450,000 PR initiative aimed at
doubling UK consumption of South African avocados.
The agency, which is set to pick up around pounds 90,000 in fees for the
seven-month campaign, won the business in a two-way pitch. It was
recruited by marketing consultant KAE Development, which is co-
ordinating activity on behalf of the South African Avocado Growers
The campaign, ‘Summer Avocados - Fresh from the South African Sun’, will
hinge on trade and consumer PR and retail promotions. It is due to run
from March to September, coinciding with the avocado export season.
Robert Metcalfe, Richmond Towers director, said that SAAGA wished to
double its UK sales over the next four years. It currently dominates the
summer avocado market, with Israel picking up the bulk of winter sales.
Metcalfe said he believed the agency was selected for practical and
creative reasons. ‘We came up with a campaign that is very firmly aimed
at increasing volume. It has a very pragmatic approach to getting
information across to consumers and to working with retailers,’ he said.
Stephen Souhami, KAE Development chief executive, said the company opted
to promote the campaign via PR due to its comparatively low cost and its
potential for targeted communication.