NEWS: Richmond to champion SA avocado

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

Association (SAAGA).

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.