AGUACATE Y MANGO DE EUROPA: FRUTAS CON CORAZÓN MI

This programme marks the first institutional campaign by the Interbranch Organisation for European Avocados and Mangoes (OIAME), submitted under the AGRIP-SIMPLE-2025-IM-FRESH FRUIT AND VEGETABLES call. Its overarching aim is to promote healthy lifestyles and encourage the regular consumption of fresh EU-grown fruit and vegetables as part of a balanced diet and active way of life. The campaign targets urban adults aged 20 to 65, concerned with their health, nutrition, and the origin and quality of the food they consume. The central concept — “Choose avocados and mangoes from Europe. Choose fruit with heart.” — conveys a message of wellness, emotional connection and responsibility, while reinforcing EU values of sustainability, proximity and traceability. The programme will be implemented in synergy with a parallel proposal submitted under the OTHER-UK topic, sharing identity, messaging and strategic goals, thereby amplifying the institutional visibility and impact of the EU model in key markets. Campaign activities will be deployed in two waves per year, coinciding with the European harvest periods of mangoes (autumn) and avocados (winter), using an integrated mix of communication tools across WP2 to WP6. The strategy will combine information campaigns, digital and influencer outreach, public relations, retail and experiential activations, and paid media, with balanced presence across Spain, France and Italy. These countries were selected for their strategic complementarity: a leading producer and mature market (Spain), a sustainability-driven consumer base (France), and an emerging high-growth market (Italy). The programme aims to reach approximately 45% of the target population in each country, generating over 155 million impressions and an estimated economic return of more than €30 million. The projected ROI is €5.1 for every euro invested.