The Association of Fruit Exporters of Chile AG (ASOEX) and its Cherry Committee enthusiastically received the news that they have won an award for the marketing campaign of Chilean cherries in China. This is the “IPA Effectiveness Awards 2022”, an important international marketing competition and unique in the advertising industry worldwide.
The marketing campaign for Chilean cherries received an award in the “Single Market Entries” category, the only recognition given this year to the fresh fruit sector at a global level.
The announcement of this award recognizes the efforts of the Chilean cherry industry, united through the ASOEX Cherry Committee, and supported by ProChile, for the marketing campaign in China from 2016 to 2020.
“We received this notification with great joy, because although this has not been an easy season for the industry, it encourages us to continue working harder, since it recognizes the dedication, creativity and professionalism with which the strategies to encourage consumption have been designed, as well as the positioning of Chile and its cherries in such important markets as China. We believe that it has been key in this process that the decisions are made together as an industry, in this case through our Cherry Committee, and have the support of ProChile, as this shows the importance of the joint work of the private and public sectors.”, said Ronald Bown, President of ASOEX.
He added that “This award reinforces the importance of marketing campaigns for Chilean fruits in international markets, as well as working together as an industry.”
The IPA Effectiveness Awards 2022 represent the best of the best globally and to make the shortlist, each action must clearly demonstrate its impact in terms of contributing and delivering value, and driving measurable customer outcomes.
On October 10th of this year, at a ceremony to be held in London, England, the industry will officially receive the award given by the “IPA Effectiveness Awards 2022”.
It is worth noting that the most recognized international brands in the world participate in this competition, for example, the winner of the “Grand Prix 2020” (highest recognition) was awarded to Tesco and its “Food Love Stories” campaign. Also winning that year in the “Gold” category were brands such as Guinness, Audi, Diageo, among others.
The list of all the winners, corresponding to this year 2022, can be consulted by doing Click here.
It is important to note that, in order to apply for this award, the ASOEX team, together with its advisors, prepared a detailed business case of their marketing activities implemented for Chilean cherries in China from 2016 to 2020. Likewise, the econometric study carried out for this campaign was presented, where the success of the marketing action to achieve the increase in demand is visualized in a detailed and exhaustive way, as well as the increase in FOB prices for the entire industry, with a direct impact on Chilean exports, exporters, producers and Chile.
Finally, it is worth highlighting that this recognition has positioned the name of Chile and its fruits at the highest level of global advertising, as a case of proven success with an international standard, as well as the positive impact that the marketing campaigns of Chilean fruits have had.
IPA Effectiveness Award
The Institute of Practitioners in Advertising, known by its acronym IPA, was founded in 1917 as the Association of British Advertising Agents (ABAA) and has been presenting its prestigious IPA Effectiveness Awards since 1980, which are presented every two years. The purpose of this award is to investigate the science behind the magic of marketing communications. The objectives of the competition are relatively straightforward, simple in words, but enormous in scope:
-Demonstrate that marketing communications work.
– Show how they work.
-Measure its effects in concrete financial terms.
What makes these awards stand out above others is that they are the only advertising industry awards worldwide where, in order to apply, a paper must be submitted showing that the communication plan obtained a significant return on investment, including an econometric study. It is known as the most rigorous award and with the most difficult criteria for applying in the industry.
Winning an “IPA Effectiveness Award” means achieving the highest recognition from clients and communications agencies worldwide. The awards set the global benchmark for excellence in achieving effective communication, as each application must demonstrate that each paper has increased the business value of the brand or client applying. Additionally, all winning cases are published in the database called “Awards Effectiveness Databank,” which for more than four decades has been recognized as unique for its credibility and key to learning for the industry.
