A new wide-ranging marketing campaign has been launched for Flandria, the quality label for fruit and vegetables grown in the Flanders region Flandria.
The campaign comes complete with a new slogan: ‘There’s something for everyone with Flandria’.
Last year’s talking vegetables have been replaced in television advertisements by testimonials from people who “personify the values that Flandria stands for”.
“All age groups are represented, from toddlers and teens to young adults, mums and dads to grannies and grandpas, sports freaks to keen amateur cooks, and so on,” explained VLAM's Leen Guffens. “In a nutshell, every consumer can identify perfectly with one or other of these characters.”
Another innovation is that the recognisable blue crates are playing a major role in the adverts.
“Customers see the blue crates while they are shopping and can make the connection with the campaign,” said Ms Guffens. “The message is delivered: ‘Flandria fruit and vegetables, ask for them from your greengrocer or supermarket’. The new campaign aims to encourage consumers to go actively looking for Flandria. The new slogan ties in with this: There’s something for everyone with Flandria.”
The television campaign began on 17 May, scheduled to run for three weeks on various channels including Eén, Canvas, RTL and La Une.
Posters bearing the new campaign images will be appearing in stores, as well as in promotional materials in trade journals.
“The campaign images are guaranteed to catch the eye among the Flandria vegetables in the greengrocery department,” said Ms Guffens. “This keeps the campaign uppermost in the public’s mind.”
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