Chile, recognized as one of the world's largest suppliers of fresh blueberries, exported more than 90.000 tons last season, 5% more than the previous season. This growth has been supported by a significant varietal change and increased consumption in international markets.

Unlike what happens outside the country, at the local level there is still an information gap about the attributes of the blueberry and its potential as a “superfood”. The Blueberry Committee —part of Chile Fruits— identifies there an opportunity to develop the domestic market and strengthen the bond of Chilean families with this fruit.

From export superfood to the Chilean table

With that objective, the Committee launched the campaign "Small, mighty, and delicious. Blueberries, all the time!"The initiative focuses on educating people about the nutritional benefits of blueberries and promoting them as part of a daily diet. It aims to reinforce the idea that blueberries are a high-quality fruit with good firmness, a sweet flavor, and properties associated with cardiovascular health, antioxidant protection, and overall well-being.

“Chilean blueberries are recognized for their contributions to people's health and nutrition, as well as being a high-quality fruit with firmness and a sweet flavor. This has led to a global trend of increased consumption, and that is what we want to promote in Chile as well.”", he pointed Andrés Armstrong, executive director of the Chilean Blueberry CommitteeThe focus is on bringing to the local market the same interest already shown by consumers abroad.

A healthy, convenient and accessible snack

The campaign also aims to reposition blueberries as a simple and practical everyday option. The idea is for families to recognize them as a natural, healthy snack that's easy to incorporate into different consumption moments: school snacks, breaks during the workday, before or after exercise, or as a complement to simple preparations like yogurt, fruit salads, or bowls.

“It’s time for Chileans to learn to enjoy our fresh fruits, like blueberries, especially now that we’re in peak season.”Armstrong emphasized that the message aims to capitalize on the availability of locally sourced fresh fruit and reinforce the country's fruit-growing identity, bringing the category closer to audiences that do not yet consume it regularly.

Media campaign, activations and educational content

To achieve these objectives, the strategy includes a combination of on-the-ground actions and media presence. The campaign includes local activations at points of sale, tasting areas, and promotional activities targeting different consumer segments, taking advantage of the peak season to foster a closer connection with the fruit.

In parallel, digital initiatives and educational content will be developed to highlight the nutritional benefits of blueberries and promote healthier eating habits. Social media, traditional media, and informational materials will be used to deliver consistent messages: the blueberry as a high-quality Chilean fruit, easy to consume, and with a clear contribution to well-being, not only for international markets but also for families within the country.