The scheme has seen the company redesign two of its lorries to capitalise upon the 5-a-day programme. With concern increasing about rising levels of obesity and a greater focus on healthy eating JP Fruit felt it was the time to act.
Dickon Poole, the company’s group marketing manager, said: “Both at the Re:Fresh Conference and at the Westminster Diet and Health Forum Keynote Seminar “Advertising to Children and Nutrition and Education”, the subjects of healthy eating and obesity have been well-aired.
“The problem is one of changing consumers lifestyles in terms of their eating habits and exercise… The government’s 5-a-day scheme and the fruit for schools scheme are welcomed and are positive moves in the right direction, but the produce industry needs to capitalise on this massive opportunity. Marketing budgets are limited or non-existent within the produce industry but companies need to be pro-active and more creative.”
The company, in conjunction with JP’s design agency Cognoscenti Communications and Mason Graphics, has developed its “love fruit” strategy. The strategy has different support lines such as “Have you had your 5-a-day” and “Delivering fresh fruit daily”, while the 5-a-day logo appears on each lorry.
JP plans to extend the campaign across its entire lorry fleet over the next few months, which will give exposure to the scheme and is hoped to act as a constant reminder for consumers to eat more fruit.
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