One of China’s most important premium supermarket chain, Olé , was the setting selected to stage a creative “Flashmob” to promote the Chilean cherries prior to the celebration of the Chinese New Year. The initiative surprised the customers and significantly stimulated purchases of this fruit.
The flashmob is a performance very popular, in which a large group of people suddenly gets together at a public place, performs an unusual act, and then quickly disperses.
“We wanted to do something different, but at the same time something that could be identified with Christmas, so we came up with the idea of a flashmob at the Olé premium supermarket chain, which specializes in food products from around the world and which has a public that is open to new experiences in the kitchen. The idea was well received by the consumers who were in the store at that time, as they could taste and buy the Chilean product,” said Charif Christian Carvajal, ASOEX’s Marketing Director for Asia and Europe.
Carvajal added: “These initiatives allow us to promote Chile as principal source of cherries in China, and also to promote the consumption of this fruit beyond Chinese New Year.”
He also said that ASOEX’s Cherry Committee and ProChile were working together, with the support of the Ministry of Agriculture, and with the Sisu team in China to conduct the “flashmob” to promote Chilean cherries in China.