European social media campaign to feature champion swimmer, diver and volleyball player

World champion  swimmer Simona Quadarella

World champion swimmer Simona Quadarella

The California Prune Board (CPB) has joined forces with a trio of leading Italian athletes as part of an EU and UK-wide social media campaign to highlight the nutritional benefits of prunes.

World champion swimmer Simona Quadarella, who won two golds at this year’s World Aquatics Championships, is joined by European diving champion Elena Bertocchi and volleyball player Simone Giannelli to promote the role California Prunes play in their daily fitness routines.

In what is set to be a busy year for all three as they prepare to compete on the international stage, the six-month marketing campaign will see the athletes promote the versatility and benefits of California Prunes as preparational nutrition for training and competitions, thanks to their energy-fuelling carbohydrate composition and high potassium content, which contributes to the maintenance of normal muscle function.

Content will be shared across the athletes’ own social media platforms as well as via the CPB’s channels as part of its campaign to drive awareness with consumers looking to incorporate natural sources of nutrition as part of a balanced diet and lifestyle.

“We are delighted to be working with Simone Giannelli, Elena Bertocchi and Simona Quadarella, all of whom are outstanding in their individual fields,” said Esther Ritson-Elliott, CPB’s director of international marketing & communications.

“California Prunes are an easy snack to incorporate into even the most active of lifestyles. Just a handful a day provides a range of nutrients that can have a positive effect on bones, digestion, and overall health.

“We hope that by partnering with leading athletes, we can encourage even those with sedentary lifestyles to get fit and have fun, fuelled by fibre-rich and nutrient-packed California Prunes.”

The campaign comes as European and UK consumers show an increased focus on healthy ingredients and fitness. Figures from Euromonitor International show that 62 per cent of Italian consumers exercise at least once a week while 43 per cent pay close attention to food nutrition labels. Meanwhile, more than half of UK consumers regularly take health supplements or vitamins, and nearly two-thirds exercise weekly.