Interfel’s Jamais Trop Econome, or Never Too Economical, campaign is back in September to help consumers on a budget to eat a healthy diet full of fresh fruit and vegetables
French organisation Interfel is placing the focus of its new fruit and vegetables campaign once again on affordability, as food budgets continue to concern consumers.
Starting 1 September, the redesigned Jamais Trop Économe (Never Too Economical) website returns in an effort to support the consumption of fresh fruits and vegetables in France.
“In a context where inflation is slowing but food budgets remain a concern, the initiative proves that it is possible to consume your five daily portions of fresh fruits and vegetables for only €8-€10 per week per person, by favouring seasonal produce for a healthy, balanced and economical diet,” Interfel said.
Every week, both on the website and on Instagram, a list of the most affordable fresh fruits and vegetables available on the shelves will be published, along with balanced menu ideas designed by dietitians. It will also feature a shopping list that can be easily adjusted according to household size, number of meals desired and dietary preferences.
The Jamais Trop Économe campaign is set to air on 1-14 September on both radio and digital audio. “On RTL, 125 broadcasts will generate more than 81mn contacts, providing strong visibility among those aged 50 and over, who are major consumers of fruits and vegetables,” Interfel revealed. “In addition, a digital audio campaign on platforms such as Spotify and Deezer will target 3.5mn listens and will specifically reach low-income households aged 25 to 49.”
A multi-channel digital plan will also help direct traffic to the site throughout September, including ads on search engines, website banners, sponsored content on social media and a partnership with 20 Minutes. A target has been set at 220,000 visits to the Jamais Trop Econome site.
This will be assisted by collaborations with influencers. “Each week, mystery boxes will be sent to influencers who will reveal them in a video before making a creation inspired by the menus,” Interfel said. “Attractive and delicious content shared on Instagram will inspire users and encourage them to try the service.”
On 16 September, Interfel is inviting around 15 influencers to Chef Square in Paris where the Jamais Trop Econome campaign will be presented and the website showcased, in order to raise awareness among influencers about managing budgets when it comes to buying fresh fruit and vegetables.
“On the agenda: a presentation of the campaign by our dietitian Frédérique Nivet, a fun ‘Shop Your Way’ workshop to create a basket of fresh fruits and vegetables on a budget, and a culinary workshop to create a menu alongside chef Nabil Zemmouri,” Interfel said. “A fun opportunity to demonstrate that it’s possible to eat a balanced diet while managing your budget.”
