'Fruitness enjoy it!', the campaign jointly funded by the European Union and Italian marketing and research organisation CSO, has received the European Commission's approval to run for a further 3 campaigns up to 2011.
The project, which is fronted by fresh produce superhero Mr Fruitness, aims to promote the consumption of fresh fruit such as peaches, pears, nectarines and kiwifruit in Austria, Poland, Germany, Sweden and the UK.
New innovations are planned for the upcoming three yearly campaigns, which is backed by €3.5m of funding, with new communication methods and information initiatives coming into play.
Summer promotions will revolve around peaches and nectarines, with plums, pears and kiwifruit part of subsequent consumption drives.
'The refinancing of the Fruitness project is a further opportunity to promote the quality of Italian fruit, especially to young customers,' said CSO director Luciano Trentini.
The campaign is said to have reached around 3m people throughout thepast three years, through visitors to the Fruitness website and pressreleases sent to contacts.
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