New summer campaign brings together street food and street art to promote fresh fruit and vegetables to younger consumers across French festivals
French association Interfel has ramped up its efforts to get young consumers eating more fresh fruit and veg, with the launch of a new, eight-week series of summer promotions called Jamais Trop Street (Never Too Street).
From 1 July until 31 August, the campaign will combine a food truck with graffiti-inspired art installations to put street food in the spotlight in all of its nomadic, multicultural, and gourmet glory.
The promotional tour is part of Interfel’s latest campaign Les fruits et légumes frais, c’est Jamais Trop (Fresh fruit and vegetables, it’s Never Too Much), which aims to increase consumption of fresh fruit and vegetables among 25 to 34 year-olds in France.
“Street food and street art share a common culture: mixing influences, breaking conventions, and re-enchanting the urban world,” the group said in a statement. “So what better way to convey the ‘Jamais Trop Street’ message than through street art?”
Throughout the campaign, graffiti artists will perform at festivals including Garorock, Vieilles Charrues, and Plages Électroniques, as well as the Lac & Terroirs Gourmet Tour.
The project also includes a colourful collaboration with artist Bruno Graffer, whose work will provide the inspiration for four food influencers each to create a new dish of their own.
