As summer approaches, fresh produce marketers in a number of European countries are preparing to embark on the opening season of the second 'Fruitness, enjoy it!' campaign.
Promoted by the European Union, CSO and the Italian government, the project recently successfully completed its initial three-year phase and has received further funding worth €3.5m allowing it to continue until at least 2012.
The initiative, which is targeted at children and teenagers in Austria, Germany, Poland, Sweden and the UK, aims to encourage fruit consumption and contain the spread of childhood obesity by promoting the playful and fun exploits of superhero Mr Fruitness and his allies the Fruit Team, consisting of peaches, nectarines, pears, kiwifruit and now plums.
To mark his return, Mr Fruitness has some intriguing surprises up his sleeve for stores participating in this summer's promotional programme.
From June, in-store promotions for peaches and nectarines will see fruit and vegetable departments decorated with brand new 'Yummy fruit, healthy energy' posters showing the members of the Fruit Team engaged in various sporting activities.
The new 'Fruitness enjoy it!' campaign aims to champion sport, which it says is 'an essential ingredient in a healthy and balanced lifestyle'.
At stores participating in the Fruitness promotion, children will be given Mr Fruitness mini playing cards, a new tool designed to entertain children while also educating them.
The four suits of hearts, clubs, spades and diamonds have been replaced by pictures of peaches, pears, kiwifruit and plums, in order to teach youngsters traditional games and to make them aware of the products' nutritional properties.
'But the surprises don’t finish there,' said a spokesperson for the campaign. 'Mr Fruitness will amaze us with other intriguing freebies and initiatives as his adventures unfold over the next three years.'
