VLAM, the Flanders Agricultural Marketing Board, has launched its new All Day Long campaign in Belgium.
Ministers from Flanders were on hand at the opening ceremony in Brussels, which featured market stalls distributing fruit and vegetables, as well as flyers about the campaign.
Launched on the same day were the All Day Long website, which offers recipe ideas to consumers and stresses the ease with which fruit and vegetables can be prepared, and a new light-hearted TV advertisement.
“The woman in the advert is shown to eat fruit and vegetables throughout the day,” VLAM’s product manager for fruit and vegetables, Evy de Troch, told Fruitnet.com. “Most consumers only eat fruit and vegetables at meal times, which means that they miss out on many opportunities to increase their intake.”
According to Ms de Troch, the advertisement is aimed at consumers up to the age of 35. “In Belgium, older people already eat a lot of fruit and vegetables, sometimes too much,” she explains. “However, families with small children and couples in their 20s eat far too little, so this is our target audience.”
The advertisement will be shown until 29 October, an important period for Belgian producers of apples and pears, before being used again in April, when the country’s strawberry season gets underway.
The All Day Long campaign is scheduled to last for three years.
