Frutas de Chile Aims To Win Over More Young Consumers by Innovative Campaigns

A survey conducted in 22 cities across China has revealed that cherry consumption patterns are gradually shifting, with the fruit transitioning from a gift item to a daily food item or snack.

Beloved by young people, cherries consistently dominate social media trends, becoming a form of social currency for the younger generation. While many fruits are positioned as premium products, cherries stand out as the ultimate indulgent luxury, adding a sense of celebration and joy to daily life.

As Chilean cherries entered their peak sales season in the leadup to New Year’s Day, Frutas de Chile representatives were actively promoting the fruit at wholesale markets and supermarkets across China. They have also rolled out an array of exciting campaigns with key e-commerce platforms and retailers.

On the evening of Dec. 27, Frutas de Chile, in collaboration with Greenery Fruit, hosted a cruise celebration on the Xiang River in Changsha, the capital city of Hunan province. Hundreds of social media influencers and consumers attended the event, enjoying a cherry-themed party aboard the boat. Additionally, a special cherry-themed subway train was unveiled in Changsha, with free cherries being offered to passersby at the Wuyi Square subway station, a key downtown transportation hub.

On Dec. 28, Frutas de Chile then teamed up with Xianfeng Fruit for a special Douyin live broadcast event. A cherry wall at the entrance of a Xianfeng store set an impressive scene, attracting over 200,000 online viewers.

That evening at 8 p.m., the Douyin New Year’s Eve party kicked off on the platform. As a sponsor, Frutas de Chile took part in this vibrant event alongside numerous celebrities, sharing in the excitement of the festive occasion.

Young consumers are not only the primary audience on social media but also increasingly becoming the key drivers of family consumption. Marketing initiatives for Chilean cherries are strategically aimed at appealing to this demographic.

In recent years, each season’s promotional slogan for Chilean cherries has been closely aligned with Chinese cultural elements, such as “China Red,” “Good Luck” and “Happiness.” Meanwhile, the sales season for Chilean cherries has gradually extended from the Spring Festival to encompass the entirety of autumn and winter. Starting with the arrival of air-shipped cherries in late October, through the peak sales period during the Western New Year and Spring Festival holidays, Chilean cherries have become a highly sought-after item on the autumn and winter fruit market.

Chilean cherries, with their festive color and association with happiness, not only resonate with core consumer needs during Chinese holidays but also successfully align with a desire for high-quality products and self-rewarding experiences among young consumers.

As 2025 begins, cherry transactions in major wholesale markets across China are bustling. According to Zhao Zhi, vice general manager of Guangzhou Jiangnonghui Market Service Management Co. Ltd., cherry distributors were highly motivated ahead of New Year’s Day, with the Jiangnonghui fruit wholesale market seeing a surge in its cherry trade from 5 a.m. to 11 p.m. A large number of first-tier distributors and traders from across the country were eagerly waiting for Chilean cherries to clear customs and reach the market. Everyone was keen to secure the premium products first. Zhao believes that the arrival and sales volumes of Chilean cherries in the 2024/25 season will see significant increases compared with last season. The Jiangnonghui market is committed to making these cherries available to more consumers and establishing the fruit as a daily food item.

This year, Frutas de Chile’s primary goal is to increase the number of cherry buyers, with a particular emphasis on strengthening promotions in second- and third-tier cities, especially high-potential second-tier markets. Young consumers are willing to spend on high-quality and visually appealing products that offer emotional value. Through a series of innovative marketing initiatives, Frutas de Chile intends to foster market growth by attracting a larger base of young consumers.

Images: Frutas de Chile, Xianfeng Fruit and Greenery Fruit