6 June 2024 – The new marketing season is about to kick off for Perla Nera, the dark-skinned, low-seeded midi watermelon, particularly sweet and crunchy, produced exclusively by OP Francescon, Peviani SpA and OP La Mongolfiera.

“This year the season started off on the right foot, so we are also optimistic about how it will continue.    In May, as scheduled, production began in Sicily, to be followed by Campania, Lazio, Apulia and, finally, Mantua, which will come into full swing during the month of July. – says Bruno Francescon, President of the Perla Nera Consortium – Our total production area now exceeds 800 hectares, an increase of about 10% compared to 2023, so we expect growth in terms of volume as well”.

At the same time, the 2024 promotional campaign is also kicking off, which features completely new initiatives compared to the past. The big novelty this year will be the presence of Perla Nera on the most popular radio stations, with the new jingle on the notes of the very popular song “Vorrei la… Perla Nera» (I would like the Black Pearl). This tune will be broadcast on all Mediaset platforms (Radio 105, R101, Virgin Radio, Radio Monte Carlo and Radio Subasio), as well as Radio Deejay, M2O and Radio Capital. 

“Some products represent a sort of “reminder” in people’s lives: if seeing a panettone on the shelf makes us anxious about Christmas gifts, with Perla Nera it’s a different story. Its arrival announces summer, holidays, carefreeness, and the joy of being together – comments Riccardo Catagnano, Executive Creative Director of Connexia – For this, and so many other reasons, we all have a strong, constant desire for the freshness of Perla Nera”.

The new Perla Nera commercial was the brainchild of Connexia, the marketing and communications brand of Martech Company Retex, which also managed the planning of the campaign on social channels. After its début during the Mugello Moto GP Grand Prix on 31 May, exclusively on Sky channels, it will be aired until mid-August on Mediaset and Sky,  embracing the most significant events and programmes of the season. Perla Nera will be the sponsor of the  Programme Battiti (Beats), the summer musical event that will bring the greatest musical hits of the season into the homes of Italians, broadcast for the first time on Canale 5.

“We will be present at all summer events, both Moto GP and Formula 1, and also extensively on Sky news.        – continues Bruno Francescon – In particular, we will have a very high quality commercial campaign on Mediaset which, to name just a few features, will generate around 150 million gross contacts, will have a percentage of special positions of around 70%, and a major presence in prime time. With these assumptions, we are confident that we will continue and expand on the successes of previous years.

There are also be many other surprises in store for fans and fruit lovers: Perla Nera will in fact be the protagonist, on Saturday 8 and Sunday 9 June, of “Party like a Deejay”, Radio Deejay’s big music and entertainment party at Sempione Park in Milan. The brand will be present in the Deejay Village with its product to refresh and involve passers-by with fun activities and giving away Perla Nera gadgets.

“Perla Nera is recognized by consumers as a premium watermelon, – says Andrea Peviani , Commercial Director of Peviani Group – and we have also transferred this concept to the brand’s promotional campaign, choosing to support some of the most popular and exciting events of summer 2024, where the public can get to know and see for themselves all the quality of our products. According to a survey by Agroter Monitor Ortofrutta, already in 2023 60% of Italians who know Perla Nera tried it at least once”.

Sergio Giardina, Commercial Director of OP La Mongolfiera, concludes: “The 2024 season is just beginning and, as a brand, we have several other initiatives planned to enhance and promote awareness of our watermelon. The efforts we have made to date in this regard indicate that we are on the right track.”

To discover the new commercial, where Perla Nera claims to be the authentic fruit of summer in all its irresistible freshness, see: www.anguriaperlanera.com/extradolce