After a summer of heatwaves and severe drought, and faced with a “sluggish” market, France’s Interfel has launched a media campaign to spur consumption of summer fruits
The heat may be easing across Europe, but French interprofessional organisation Interfel is encouraging consumers to “Extend the Summer” in its back-to-school promotions.
Interfel has announced a major advertising campaign to promote the country’s grapes, plums, melons, pears and nectarines, following a tough few weeks for growers.
“Extend the Summer” is the message that will feature on the radio, on podcasts and online as children return to school, a perfect time to enjoy summer fruits and vegetables, according to Interfel, despite what it called a “sluggish” market.
The media strategy will last from 27 August until 13 September, including a daily radio campaign on RTL and Europe 1 that will also appear on web radio and podcasts on Radio France and Spotify.
On social media, six sponsored recipe photos showcasing the campaign’s five products – grapes, plums, melons, pears and nectarines – as well as raspberries, will be published on Facebook and Instagram.
In total, the campaign is expected to reach over 100mn people, and Interfel revealed it was aiming for increased visibility among the 50-plus age group, a key consumer of fruit and vegetables.
