We have been working with the Cherry Marketing Institute to create awareness of Montmorency tart cherry juice concentrate as an effective post sports recovery drink.
To achieve this, we aligned the product with athletes and sports enthusiasts who undergo intensive training and who test the limits of their muscle endurance, e.g., marathons, triathlons, cycling, etc. In order to reach these individuals, we recommended a product sampling programme in major sports events, e.g., the London Marathon, Great North Run, etc.
The strategy has paid off. Data from an independent third party consumer research conducted in 2019 revealed that about 20% of health and fitness-oriented UK residents are aware of US Montmorency tart cherry advertising/promotions, while nearly the same number also saw in-store promotions of the product. More importantly, about half of this segment reported that in-store demos/sampling of US Montmorency tart cherries had an impact on their purchase decision.
