Launched by Interfel – the French fresh fruit and vegetable trade association, the AIB – the French banana trade association, Bord Bia – the Irish Food Board and Freshfel – the European Fresh Produce Association, this campaign, co-financed by the European Union, is aimed at 25-34 years old and will be rolled out over a period of three years in France and Ireland.
Millennials are committed to a healthier, tastier, simpler, funnier and more sustainable lifestyle for themselves and the planet. However, they can still do better by eating more fruit, vegetables and bananas every day. This campaign will accompany them every day in this quest with humour and lightness !
The main objective of this campaign is to raise awareness amongst Millennials about the pleasure and wellbeing benefits provided by fruit, vegetables & bananas.
In addition to the many health benefits associated with fruit & vegetables, they can also boost your creativity and imagination and lead to a happier, healthier lifestyle. They also come in a variety of different shapes and flavours so there is plenty to offer!
“Whenever you want, where you want, with whoever you want”: in all their forms, and at any time of the day, Fruit & Vegetables & Bananas are practical and easy to prepare… “
In short, this programme aims to support the consumption of fresh fruit & vegetables amongst young adults by giving them the keys to fun and sustainable consumption.
Through fun, educational and feel-good information and recipe inspiration, the colourful campaign aims to attract young people towards a healthier lifestyle which encompasses the campaign slogan that ‘Life is Better with Fruit & Vegetables & bananas’ Around the unifying concept of this three-year campaign, the 4 interprofessions are going to deploy a 360° action plan that brings a fresh look to this product.
During the first year of the campaign, Interfel and the AIB will participate in various events, in particular the Rock en Seine 2022 festival from 25-30 August 2022. This will be an opportunity to highlight the fun aspect of the campaign and to reach the 25-34 year old target age group through original and attractive activities, with an event that is very popular with millennials.
The AIB will also develop a partnership with specific leisure activities for young adults.
The campaign will have a strong presence on Instagram, the leading social network for millennials, with creative and upbeat content published regularly. Benjamin Verrecchia, the campaign’s ambassador for this year one, will showcase the campaign and other collaborations with lifestyle, sports and food influencers will also take place across the year.
A media partnership will also be set up with Topito, the leading media outlet for 25-34 year olds to deploy, in collaboration with Topito’s editorial teams, the campaign’s messages on a large scale from a humorous, fun and upbeat angle.
A series of videos created by the AIB will be broadcast in Autumn 2022 on TV and digital.
Finally, Interfel and the AIB will produce simple and easy filmed recipes, centred on consumption moments, to inspire young adults in their daily lives. Find out more here at Lifeisbetter.eu website !
The entire campaign will be supported by various press relations actions throughout the campaign with the sharing of effective and impactful communication tools such as press releases integrating seasonal recipes for Interfel and consumption moments (breakfast, healthy snacks) for the AIB, but also a Franco-Irish study highlighting the consumption trends in fruit, vegetables and fruit and bananas among millennials.
Interfel is the organizational interbranch association of fresh fruit and vegetables. Founded in 1976, it regroups 15 professional member organizations across the sector: production, shipping, import, export, wholesale, and distribution..
AIB is the French interbranch organization for bananas. It brings together professional organizations representing the sector: producers, importers, ripeners, wholesalers, and specialized retailers in fruit and vegetables.
Bord Bia was established in 1994 as the Irish national food marketing and promotion agency working at home and abroad. Fresh produce promotions are a core activity of Bord Bia.
Freshfel Europe, the European Fresh Produce Association, is the forum of fresh fruit and vegetables supply chain in Europe and beyond and is the leading fresh fruit and vegetables organization in Europe.