Costa Rica Promotes Sustainable Produce on Amazon in UK and Europe

Country brand essential COSTA RICA has launched a campaign across multiple Amazon touchpoints in the UK, Spain, and Germany to highlight the Central American country’s sustainable production of pineapples, bananas, cassava, and coffee.

Launched this week, ‘The Natural Choice’ drive is designed to position Costa Rica’s signature agricultural exports in key European markets as premium quality, ethical, and sustainable products that align with European consumers’ growing interest in health, wellbeing, and sustainable lifestyles, according to a press release.

Designed exclusively for European audiences, the marketing push is a collaboration between Amazon Ads Brand Innovation Lab and essential COSTA RICA. 

Central to the campaign is a dedicated essential Costa Rica Amazon Brand Store; a digital hub where consumers can learn about how pineapples, cassava, bananas, and coffee are grown and enjoyed across Costa Rica, plus discover recipes and wellness tips inspired by Costa Rican traditions.

Promoting Quality & Sustainability 

Costa Rica is an important year-round exporter of tropical fruits to the UK as the biggest supplier of pineapples and the second-largest of bananas.

In recent years, the country has made efforts to diversify its fresh produce export offer to include cassava, sweet potato, papayas, and pitahaya, among other items. 

The Central American country benefits from a longstanding reputation for supplying ethically and sustainably grown produce with reliability.

Adriana Acosta, Director of the Country Brand essential COSTA RICA, said the new awareness campaign shares with consumers the story and essence of Costa Rica.

“This initiative reminds European consumers that, amid so many artificial options, Costa Rica offers fresh, carefully cultivated products designed to promote wellbeing around the world,” Acosta explained.

Consumers in the UK will be encouraged to ‘make the natural choice’ through the following immersive experiences with Amazon:

• Amazon Brand Store: A digital hub that offers visitors recipes and wellness tips inspired by Costa Rican traditions. Users can interact with a map of the country’s food culture to learn how pineapples, cassava, bananas, and coffee are grown and enjoyed across Costa Rica.

• Prime Video ads: Short 15-second animated video spots that highlight individual ingredients — banana, coffee, cassava, and pineapple — with consistent creative design across the Brand Store and other placements.

• Amazon Lockers: These will be decorated with artwork and playful headlines tied to the featured products, along with QR codes directing consumers to recipes and tips on the Brand Store.

• Amazon Fresh Bags: Delivery bags will feature campaign messaging and scannable QR codes that link to recipes on the Brand Store.

• Branded Alexa Experience: By saying: “Alexa, launch tips from Costa Rica”, users can discover how to choose, store, and enjoy Costa Rican produce. The facts will be connected to health, tradition, and sustainability.

The marketing strategy features hand-drawn illustrations with organic shapes and natural textures, creating a distinct visual identity that reflects the authentic, artisanal character of Costa Rican exports. 

This artistic approach offers a deliberate contrast to digital or AI-generated imagery, reinforcing the campaign's central message: making the natural choice.

Image: Procomer