AGUACATE Y MANGO DE ESPAÑA: FRUTAS CON CORAZÓN UK

The campaign "Fruits with Heart – UK" aims to reinforce the competitiveness and market presence of European avocado and mango by promoting them as premium, sustainable, and traceable alternatives to third-country imports. Despite rising UK consumption, awareness of their European origin remains low, limiting the competitive potential of EU producers. The campaign addresses this through a strong value proposition based on the European Production Model, highlighting proximity, food safety, environmental responsibility and high quality. In the post-Brexit context, where regulatory and logistical barriers challenge supply chains, European origin offers a key strategic advantage.

Targeting adults aged 20–65 in London and Manchester, the strategy focuses on segments that value health, sustainability and trust. It is built on three pillars: (1) Competitiveness, by positioning EU mango and avocado as high-quality and flavourful; (2) Sustainability, by promoting reduced water use, lower carbon footprint and ethical farming; and (3) Health, by emphasising nutritional benefits aligned with modern diets.

The creative concept “Fruits with Heart” links physical wellbeing with emotional values and responsible choices. The plan includes PR, media, digital, in-store actions and influencers. Objectives: +10% avocado and +12% mango consumption, +8pp EU market share. Awareness targets: +20pp origin recall, +25pp in health/premium perception.

With an ROI of €2.33 per €1 invested and 63 million effective impressions, this campaign is fully aligned with Regulation (EU) 1144/2014 and complements the internal market programme in Spain, France and Italy.