The Perla Nera melon ended the 2022 campaign on a high note of satisfaction. It is a dark-skinned, low-seeded midi watermelon produced exclusively by the producers' organizations Op Francescon, Peviani S.p.A. and O.P. La Mongolfiera. It was also thanks to the hottest summer recorded in decades that consumption has skyrocketed, but "the Perla Nera watermelon is appreciated for its high brix and crispness, small size and prolonged shelf life," according to a press release.
The great effort made in communication was also reflected in sales, so much that between before and after the new 2022 advertising campaign, the choice for Perla Nera increased in purchasing intentions by 77 percent.
"We are very satisfied," commented Sergio Giardina of O.P. La Mongolfiera, "with the results obtained this year, as we have registered a growth in sales across the board and especially with the main large-scale retail chains, which have increased from 63.8 to 71.8 percent (source: Human Highway). In other words, all our main trading partners had positive performances, and Perla Nera proved to be a real driving force for the entire watermelon sector."
"The numbers speak for themselves, and a large part of the results achieved lie in a particularly effective communication campaign, which covered all the main channels, from the most traditional (such as the main television networks) to the most innovative (presence on social and in the digital world), also including the sponsorship of the Italian beach volleyball championship, one of the most typical summer sports."
"The compliance rating of the samples detected in the warehouses of Perla Nera members by SATA," added Andrea Peviani, commercial director of Peviani Group, "was overall very positive. Further confirmation was provided by the analysis conducted on 140 stores visited. Among over 400 items sampled, Perla Nera turned out to be the best in terms of overall quality and brix degrees."
"As usual, in this period we are working on the 2023 production plan, planning well in advance the volumes for the next season with all major customers, both Italian and foreign. In fact, we are currently in the process of rethinking in terms of volumes, also evaluating seasonal prices, with a view to scheduling sales based on production costs and at the same time guaranteeing each of our partners a fair level of remuneration. We are also intent on replicating, also for next year, an intense multichannel communication campaign, which will help to accredit Perla Nera as the emblem and fruit of the summer," concluded Bruno Francescon of O.P. Francescon.
According to the research company Human Highway, 1 in 3 people spontaneously remember Perla Nera as a watermelon brand. This figure rises to 7 in 10 people for Top of Mind. "The exceptional nature of the performance," explained Human Highway, "is confirmed by the 100 percent ratio between the people who remembered, and the audience reached; in other words, all the people who saw the commercial spontaneously remembered it.
For more information:
Perla Nera 
via Retenago, 13
46040 Rodigo (MN)
info@anguriaperlanera.com
www.anguriaperlanera.com