Throughout a summer of heatwaves, French shoppers were encouraged to enjoy the refreshment that comes from fresh fruits, vegetables and salads via a wide-ranging campaign
France’s Jamais Trop (Never Too Much) campaign to encourage greater consumption of fresh fruit and vegetables has concluded after two months of in-store activities, media promotions and consumer competitions.
Running from 15 June to 15 August, the campaign featured tastings, recipe inspiration and promotional activities across supermarkets, drive-throughs, grocery stores, corporate foodservice and wholesale markets.
According to Interfel, France’s interprofessional organisation for fresh fruit and vegetables, the programme delivered a total of 655 days of events, raising awareness among 81,200 people and showcasing ideas for fresh, satisfying salads during multiple summer heatwaves
Interfel’s network of dietitians was active during the peak summer period, holding 420 events and connecting with around 52,000 consumers.
The campaign also generated strong participation through the jamais trop.fr competition, which invited shoppers to enter by sharing their recipes for the chance to win a prize. Some 21,000 entries were recorded – 40 per cent above the campaign target.
At the height of summer, the ‘Jamais Trop Frais’ (Never Too Fresh) campaign extended across outdoor advertising, radio and digital channels, with a focus on refreshing and healthy salads.
Three radio spots ran for three weeks, aiming to reach holidaymakers during peak travel periods, and generated 112.8mn impressions among a total audience of 16.7mn consumers aged 50 and over.
On Instagram and TikTok, the ‘Never Too Fresh’ message was delivered through a four-part series following the everyday lives of three roommates. The content reached 17.3mn people in the 25-34 age group.
Salads were also central to the campaign’s social media activity, with recipes shared through posts, videos and stories across Instagram, TikTok and Facebook.
The ‘Never Too Cultivated’ game was reactivated as part of the campaign. The interactive quiz challenged consumers to test their knowledge of fruit and vegetables, with a weekly prize draw offering a ‘Never Too Fresh’ summer kit.
