Chile is one of the world’s leading blueberry exporters, yet domestic consumption remains far below its potential. To close this gap, the Chilean Blueberry Committee has launched the campaign “Small, Mighty, and Delicious. Blueberries, All the Time!”, designed to bring blueberries closer to Chilean households and encourage more frequent local consumption.
The country exported more than 90,000 tons of fresh blueberries last season, a 5% increase year on year, driven by significant varietal renewal and rising demand in international markets. However, unlike abroad, awareness of blueberries’ nutritional value and their role as a “superfood” is still limited within Chile, leaving room for domestic market development.
Benefici per la salute e promozione
The campaign focuses on educating consumers about the fruit’s health benefits and repositioning blueberries as a high-quality product for everyday diets. Key messages highlight their firmness, sweet flavor, and association with cardiovascular health, antioxidant protection, and overall well-being, aligning local perception with the strong reputation Chilean blueberries already enjoy overseas.
A central goal is to present blueberries as a healthy, convenient, and accessible snack for all ages. The initiative encourages their inclusion in daily routines, such as school snacks, work breaks, pre- or post-exercise moments, and simple meals like yogurt, fruit salads, and bowls.
Strategia e presenza mediatica
To maximize impact, the strategy combines in-store activations, tasting areas, and targeted promotional activities during peak season with a broader media and digital presence. Educational content across social and traditional media aims to reinforce consistent messaging, positioning blueberries as a flagship Chilean fruit that contributes to healthier eating habits not only in export markets, but also at home.
Source: blueberriesconsulting.com
Image source: Fruits of Chile
