Campaign for the Promotion of Fresh Produce to European Millennials

In order to promote proper dietary practices, in line with the European Commission's white paper on a strategy on nutrition, overweight, and obesity related health issues, France, Ireland and Freshfel Europe combined their expertise to build a promotion and information campaign which values European fresh fruit and vegetables and promotes the Farm to Fork Strategy under the European Green Deal which represents a new EU-wide approach to how Europeans value food sustainability.

This campaign will target Millennials aged 25 to 35, as they are a key population of consumers. They are still in the process of modelling their groceries-shopping and eating habits and they have the needed purchasing power to make their own buying choices.

By developing a pan-European information and promotion campaign, the proposing organisations aim at increasing the level of knowledge of Millennials on the nutritional benefits, versatility, and simplicity of preparation, consumption occasion possibilities and environmental sustainability aspects in Europe, France (by 5%) and in Ireland (by 9%) and to increase the proportion of responsible consumption of fruit and vegetables by Millennials in Europe, France (by 1% per annum) and Ireland (by 3% per annum). It should give a ROI of 6.32 euros in France and 10.24 euros in Ireland.

The program will be structured around five major actions carried out with European, French and Irish Millennials: Press relations, Website and Social Networks, Advertising, Communication tools and Events. The holistic messages of the campaign are that the European Union supports healthy and sustainable dietary practices, by promoting a varied diet rich in fruits and vegetables and making it possible to contribute to well-being as part of an optimistic, simple and practical lifestyle and contribute to a healthy and sustainable diet. An independent evaluation and the mobilisation of a budget of approximately EUR 5.4 million will ensure this effective strategy.