With the arrival of summer heralding the start of the European peach and nectarine season, the 'Fruitness enjoy it!' project has resumed its campaign to encourage increased consumption of fresh produce in a number of key European markets.
The project, which is promoted by the European Union, Italian marketing agency Centro Servizi Ortofrutticoli and the Italian government, aims to raise young people's awareness about healthy lifestyles and the importance of maintaining a balanced diet.
The initiative is targeted at children and teenagers in Austria, Germany, Poland, Sweden and the UK, and sets out to promote fruit consumption and contain the spread of childhood obesity using playful and fun language.
With that in mind, the faces of the campaign are a superhero and his allies: Mr Fruitness and the Fruit Team, consisting of peaches, nectarines, pears, kiwifruit and plums.
During the past few weeks, peaches and nectarines have featured prominently as the 'Fruitness, enjoy it!' summer promotional season has got underway at stores participating in the campaign.
Fruit and vegetable departments were decorated with posters showing the various Fruit Team characters engaged in sporting activities, while children have been given free miniature playing cards with the four traditional suits replaced by peaches and nectarines, plums, pears and kiwifruit.
'The aim is to combine play with the chance to discover the important nutritional characteristics of these foods,' said a spokesperson for the project.
In addition to these classic promotions, Mr Fruitness has had some different surprises up his sleeve this year.
In late June, promotional materials and other freebies were distributed in the heart of London, to the wonder and amusement of passers-by.
In addition, the new Mr Fruitness Facebook page went online earlier this year and is constantly being updated with fruit-based recipes, tips from Mr Fruitness on children's wellbeing and healthy living, and a fun quiz.
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