For fresh produce marketing in Australia and New Zealand
Matthew Jones

BY MATTHEW JONES

@mattfruitnet

Thursday 16th September 2021, 09:08 Melbourne

Brand recognition builds for 5+ A Day

Consumer research shows charitable trust’s message is being heard by New Zealanders

Brand recognition builds for 5+ A Day

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The 5+ A Day Charitable Trust’s branding has gained traction with New Zealand consumers.

Over 85 per cent of participants in the trust’s recent Awareness and Consumption Survey recalled seeing the 5+ A Day logo.

More than 75 per cent of surveyed consumers identified “five or more” servings of fruit and vegetables as the recommended daily intake for optimal health.

Carmel Ireland, project manager at the 5+ A Day Charitable Trust, said the results prove the brand’s simple nutrition message is now ingrained in the minds of most New Zealanders.

“While we have a focus on providing education resources for tamariki, our website and our social media channels have enabled us to reach a wider audience, providing inspiration to home cooks and families looking to enjoy the benefits of fresh fruit and vegetables,” said Ireland.

“Our Facebook, Instagram and Pinterest accounts are an excellent source of tasty recipes that make the most of seasonal produce to suit any budget.”

Ireland said the trust is working hard to make sure its message continues to resonate with consumers during the Covid-19 pandemic.

“While around 40 per cent of New Zealanders are getting at least five servings of fruit or vegetables each day, now is an ideal time to remind families that fresh fruit and vegetables enable us to get the best out of our bodies for physical activity, learning, and all our daily activities,” said Ireland.

The 5+ A Day Awareness and Consumption Survey was conducted by independent research company NielsenIQ and involved interviews with 700 New Zealanders between 16 June and 23 June.

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