German actress Esther Schweins has been unveiled as the face of Hortyfruta and Proexport’s new Europe-wide promotional campaign ‘We Care, You Enjoy’, which will run over the next three years in Austria, Germany and the UK.
Schweins will feature in a campaign that is expected to include more than 525 direct promotions with leading grocery retailers in the three countries, as part of a strategy that its backers hope will help spark a recovery in fruit and vegetable sales.
At a press conference, the initiative’s creators, Murcian export consortium Proexport and Andalusian association Hortyfruta, said ‘We Care, You Enjoy’ would be highlighted through on-pack labeling, consumer-orientated events and advertising in-store and at prominent sites.
The project’s backers said the campaign, which is being partly funded by the EU and the Spanish government, had been devised as a means of “trying to restore the confidence of European consumers in European fresh produce”, after the serious repercussions that the E.coli crisis had for the 2011 season.
‘We Care, You Enjoy’ will be officially presented to representatives from major grocery retailers and media organisations at an event at Fruit Logistica 2012 in Berlin on 8 February.
