VLAM, the Flanders Agricultural Marketing Board, has been given the green light from the European Union for an extension to its successful All Day Long campaign.

The EU's decision means that it will be co-funding the campaign for a further three years, VLAM revealed.

All Day Long is a national campaign whose aim is to encourage Belgian consumers to eat more fruit and vegetables, both during and in between meals.

The campaign will kick off Fruit and Vegetables Week, which takes place on 19-25 March.

'The concept remains the same,' said Sofie Lambrecht, product manager at VLAM, 'tying fruit and vegetables to the various eating times during the day.'

Former Belgian sprinter Kim Gevaert will remain as the ambassador and the face of the campaign.

'Her image is perfect for the story we have to tell,' Lambrecht said. 'As a young mother, she appeals strongly to our most important target group, young families with children.”

This year, the campaign will reportedly seek closer collaboration with the distribution side.

'Alongside a prominent presence at all sorts of events, getting a higher in-store profile for All Day Long is a challenge,' explains Lambrecht. 'Customers are surprised with tastings and incentives tailored to each outlet, and we hope that this will help consumers to make the association with the campaign more quickly.'

Lambrecht also said that there was a big opportunity for All Day Long to make an impact in the corporate world. This spring will see the launch of a competition encouraging businesses to serve more fruit and vegetables in the workplace.

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