ICEX Spain Trade and Investment

Promoting Persimmon Fruit from Spain in Canada

Challenge

Persimmon fruit isn’t widely known in Canada – though it is popular with Asian consumers. Spain is one of the largest producers of persimmons, and one grower group branded its unique variety as PersiMon. Since 2017, Argyle has helped increase sales of this tasty, versatile fruit, and drive recognition for and sales of the PersiMon brand.

Solution

We established the foundational messages and creative approach for the PersiMon brand and a multi-faceted campaign that included in-store sampling and online education. We leveraged relationships with influencers to create custom content. And we have also created a Chinese-language campaign to highlight the PersiMon brand to Asian consumers in Canada.

Impact

We saw an immediate response to our efforts. The average percentage increase in sales at the four retailers was 23% (6x the target). Loblaw achieved +32% in sales and +35% in units sold; Fortinos achieved + 6.25% in sales; Metro was +30%, and Sobeys was +24%. The influencer campaigns achieved 600,000 impressions and the Chinese community campaign reached +4 million.
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Awards

  • CPRS Toronto ACE — Gold Award, Marketing Communications Campaign of the Year
  • CPRS National Awards — Silver Award, Marketing Communications Campaign of the Year
  • International Association of Business Communicators (IABC) — Award of Excellence, Toronto Chapter
  • National IABC Group — Gold Quill Award of Merit

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