Promotion and information provision campaign for children to increase the consumption of fresh fruit and vegetables in the internal market (France - Hungary - Belgium)

France, Wallonia-Belgium and Hungary are among the EU countries with a low consumption of fresh fruit and vegetables (F&V). Families with children suffer from a negative generational effect: new generations consume less than older ones. The reduction and irregularity of meals and cooking, the non-association with pleasure and the parental constraints represent the main barriers. The parents-children relationship has become a virtuous environment to develop the pleasure of eating in addition to schools.  INTERFEL, APAQ-W, NAK, the National Interbranch Bureau for Kiwifruit and the APOs for tomatoes, cucumbers and for strawberries of France have combined their expertise to build a promotion and information campaign which values European fresh F&V. This action is committed to increase the consumption of fresh F&V with families with children in France and Hungary by 1 to 3%. It aims more specifically to increase the knowledge of children (aged 6 to 10 in France and to 18 in Hungary) and parents regarding these products. 

The concept of fun within fresh fruit and vegetables will be based on 3 pillars: experiential, pedagogical and imaginary and built on playful and informative axis. The main message of the campaign is that “In Europe, fresh fruit and vegetables are fun!” in order to promote their quality and production methods. The action will give children access to the meaningful universe of fresh F&V through a TV information campaign, digital activities, media plans, linked with the targets.  Events roadshows and animations in points of sale and school canteens will allow gathering families around F&V. Ongoing press and public relations will support the dissemination of activities. An independent evaluation and the mobilisation of a budget of approximately 7 million € will ensure this effective strategy.