Marketing agency Sopexa Group has succesfully bid to run a new cross-border campaign on behalf of French fresh produce interprofessional organisation Interfel and the Italian horticultural producer association Alimos.
The three-year campaign, which has the backing of the European Union as well as the Italian ministry of agriculture, is due to begin at the end of 2012 and will aim to educate children and teenagers in both France and Italy about the benefits of eating fresh fruit and vegetables.
"Characterised by a playful, educational approach based on experience, the activities will aim to increase the consumption of fresh fruit and vegetables and make it part of young people's lifestyle habits," said a spokesperson for Sopexa.
It is understood that the campaign set to involve two three-dimensional mascots who will form a central part of the planned promotional activity.
Set-piece marketing events will be backed by an online marketing presence, radio promotions and a media relations push tailored to the two countries' respective requirements.
In Italy, plans are already in place to distribute educational kits in schools, while a number of fresh produce packhouses are set to hold special open days for members of the public.
