With Ad Berends installed as its new creative director towards the end of last year, Dutch marketing organisation Holland Produce Promotion is holding its first ever GroentenFruit PromoDag (Fruit & Vegetable Promo Day) on 12 January 2009 in order to highlight its campaigns and ideas for improving the marketing of fresh fruit and vegetables in the Netherlands and increasing consumption as a result.
Launching a newly developed marketing concept under the motto 'Three seconds to capture the heart of the consumer', the group will unveil a number of new strategies and campaigns.
These include: a new campaign entitled '2 ounces of vegetables and 2 pieces of fruit'; a new concept for domestic products under the '.nl' motif; a new internet platform to give consumers more information about fresh produce; and various campaigns for specific products including onions, mushrooms, peppers, apples and soft fruit.
According to a spokesperson for Holland Produce Promotion, all of the campaigns have the same goal, namely increasing the consumption of fruit and vegetables, as well as improving the sector's image and offering greater marketing support.
'As of this year, companies can count on a new, powerful partner in communication,' said the spokesperson. ' With its new marketing concept, Holland Produce Promotion is going to develop into a full and valued partner in joint promotions for fruit and vegetables.'
