Denmark’s largest food retailer, Dansk Supermarked, is planning to run a cross-marketing campaign combining fresh berries and cosmetics.

The supermarket giant, which operates Denmark’s Netto, Føtex, Bilka and Salling chains, announced the plans at the Global Berry Congress, held in Rotterdam from March 23-25.

The campaign, which is currently in the planning stages, is due to be rolled out in the autumn.

Speaking at the Global Berry Congress in Rotterdam, Susanne Hounsgaard, Head of Fresh Produce Sourcing at Dansk’s explained that cross-category promotions were essential to creating and sustaining consumer demand.

“Everyone in the berry supply chain has to combine expertise to make it a great business,” she said. “We still have a lot to do in terms of presentation of berries in store.”

Hounsgaard explained that berries are currently the largest fresh produce category in Denmark in terms of sales value, but that the supermarket needed to implement an annual marketing plan in order to ensure that there is strong commercial focus on the category all year round. The introduction of berry-inspired cosmetics will help fuel consumer demand during winter.