La Dolce Frutta From Europe

THE ACTION RESPONDS TO THE TOPIC AGRIP-SIMPLE-2023-IM-FRESH-FV FOR SIMPLE PROGRAMMES in the internal market: the action "DolceFrutta" aims to enhance the competitiveness of the EU agricultural sector increasing the consumption of EU agricultural products. In line with the priority expressed in the topic the main overall objective is to inform consumers about balanced and healthy dietary practices in order to increase the consumption of EU fresh fruit.
OBJECTIVES: the objective of the DolceFrutta project is to increase the purchase of seasonal fruit by families in the 2 target countries (Italy, Germany), with a focus on young-mature families (20-54 years old), meeting the need/research increasingly claimed by consumers for well-being associated with the pursuit of taste and enjoyment of food. In particular, the campaign aims to portray fruit as a fashionable, desirable object, a true taste experience that enhances both flavour and beauty.
TARGET COUNTRIES: ITALY, GERMANY. DURATION: 36 months.
TARGET GROUPS: A. MAIN - "Purchase Decision Making" Consumers / B. FUNCTIONAL - Trade operators (mass retail channel, Normal Trade) and media (dedicated food & beverage press, bloggers, opinion leaders)
ACTIVITIES: printed and electronic channels (website, social media, online and printed advertising), public relations (press office), instore promotion (instore adv), events (fairs, btob meetings, incoming), communication tools (promotional videos, educational materials, gadgets).