The French summer fruits campaign, aimed at raising awareness of the country’s produce in the UK, has revealed a new logo as part of its summer drive.
The image incorporates a picture of the Eiffel Tower alongside the phrase ‘fruits d’été’ (fruits of the summer), replacing the ‘Sunshine Fruits from France’ logo which is now prohibited following an EU ruling that certain campaigns cannot use the country name.
The 2008 campaign, set to begin in July, includes a wholesale-led promotion across some of the UK’s key wholesale markets, offering traders the chance to display various point of sale items including material relating to a competition with the top prize of a holiday in France.
Major retailers will also be offered the opportunity to display different promotions, with Waitrose running tastings across 100 different stores and also exclusively selling the Yelor Charentais melon, through a collaboration with Produce World.
“The French have achieved an enviable reputation for its quality offering of seasonal summer fruits,” said Daniel Soares, international export manager at French summer fruit. “It consistently meets the UK’s high specifications and many multiples choose to retail French summer fruits under their own premium brand label.”
