Picota Cherry Producers Launch 2025 UK Campaign with Chef-Backed Promotion
Spanish Picota cherry producers have officially launched their 2025 marketing campaign in the UK, aiming to raise awareness and drive consumer interest during the fruit’s limited two-month availability window, beginning 30 June.
The producers’ group, Agrupación de Cooperativas del Valle del Jerte, anticipates a medium-to-high harvest this year. They describe the upcoming crop as “high quality” and are backing it with a robust promotional campaign designed to highlight the cherry’s unique features and culinary versatility.
At the heart of this year’s campaign is the creation of new cherry-based recipes developed by renowned Spanish chef Omar Allibhoy, currently based in the UK. These dishes aim to showcase the Picota’s adaptability in various meal settings. The recipes will be brought to life through professional styling and photography by award-winning food photographer Costas Millas and will be featured across press channels and social media platforms.
The campaign also includes a partnership with popular influencer and recipe developer Izabella Jakubec, who will create and share a new Picota recipe with her audience of over one million followers.
Additional promotional activity will run from mid-May through mid-August on Facebook and Instagram, with a special emphasis on “Pick a Picota Week” in early July. This spotlight event will feature interactive competitions, exclusive recipes, and extra content encouraging consumers to choose Picota cherries.
In retail settings, shoppers will encounter Picota-branded display units, advertisements in supermarket magazines, and product sampling coordinated through retailer head offices.
To engage trade audiences, the campaign includes targeted press releases, advertising placements, and a dedicated press trip for select UK journalists to visit the Jerte Valley—the heartland of Picota production.
“We’re excited to bring our new-season Picotas to the UK and highlight why they’re an excellent summer choice,” said Mónica Tierno Díaz, CEO of the Agrupación. “Our campaign is designed to show the fruit’s versatility—both as a healthy snack and as a key ingredient in a variety of dishes.”
Tierno Díaz added that Picotas have seen growing popularity in the UK each year, and the group is optimistic about building on that momentum this season.
