Interactive games, diet and nutrition information plus a healthy dose of sporting action are the stand-out features of a new site being rolled out across five European countries by the Fruitness enjoy it! campaign, an EU-backed project being run by Italian agency Centro Servizi Ortofrutticoli (CSO), with the support of the Italian government, to promote fruit consumption among children and teenagers.
The new website, which also features the superhero character Mr Fruitness, will be used to engage with young European consumers in an effort to combat childhood obesity in Austria, Germany, Poland, Sweden and the UK.
Like its predecessor, the new Mr Fruitness website is available in five different languages – English, Italian, German, Polish and Swedish – but is even more dynamic, with new content and tools designed to be perfectly in tune with the modern internet era.
The revamped site has been launched in conjunction with a series of initiatives aimed at captivating the attention and interest of youngsters as well as trade professionals.
These include promotions across the main social media sites in order to encourage word-of-mouth and content sharing among users; the revitalisation of the Mr Fruitness profile on Twitter; and raising awareness in the international media and in the target countries.
Visitors to the website will be able to communicate on first-name terms with the superhero by registering and logging in with their own nickname.
As well as being varied and dynamic, the site's online activities – ranging from skiing and hockey to dice, doodling and ability tests – all reinforce the value of sport and the importance of eating fruit.
Users can even become trusted allies of Mr Fruitness by creating their own avatar and, after answering a simple questionnaire and clocking up 10,000 points in the site's Pear Sky game, will win a Mr Fruitness-branded game for their mobile phone.
The site also offers quizzes, recipes, useful information and tips for leading a healthy and balanced lifestyle.
Funding for the Mr Fruitness project was recently extended for a further three years following excellent results achieved by the first triennial campaign, during which the superhero’s website generated more than one million contacts.
