A new month-long campaign has just hit television screens across France promoting the benefits of eating kiwifruit. The campaign will run from 15 January until 15 February and will feature 170 TV spots on popular domestic channels such as TF1 and M6.
The objective of the campaign, which is joint-financed by the EU and Vinflhor and bears the “Fraich’Attitude, Fraîch’Habitude” signature, is to instil in consumers’ minds the idea that kiwifruit is an ideal choice for breakfast, focusing on the fruit’s high vitamin C content. It will also attempt to encourage more young people to buy the fruit.
The advertisement follows a sleepy adolescent as he makes his way to the kitchen early in the morning. On opening the fridge, a kiwifruit suddenly springs to life before bouncing around the house waking the rest of the family up by turning on radios and opening blinds.
The campaign will also include signposts and information leaflets in stores across the country.
