European campaign to promote fruit consumption dropped after 10 years

The "Fruitness, enjoy it!" campaign, which has promoted fruit eating, particularly of Italian produce, in five European countries including the UK for almost a decade, has ended.

Image: Fruitecom
Image: Fruitecom

The campaign, promoted by Centro Servizi Ortofrutticoli (CSO, the Italian Fruit & Vegetable Services Centre) and co-financed by the European Union and the Italian Government, aimed to encourage young adults in particular in the UK, Poland, Denmark, Sweden and Germany to eat more fruit. It began in 2006 and was renewed for two further three-year terms, the last beginning in 2013.

It has used in-store promotional days, featuring the superhero figure Mr Fruitness and his partner Miss Fruitness, as well as tasting weeks, B2B meetings to raise retailers' awareness of the campaign, talks and workshops at industry events including Berlin's Fruit Logistica show, and online activity.

CSO president Paolo Bruni said: "We are pleased with the results the project has achieved as trail-blazer for campaigns intended to promote healthy eating habits amongst young people. One key factor has been its innovative communication strategy, with an amusing, original, interactive approach."

He added: "In the years from 2006 to the present day, consumers' attitude to fruit and vegetables has changed, and public interest in the sector has grown. This is an important fact and we hope that this trend will continue and strengthen in the future."

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