Capespan launched its Cape Fruit is Cool campaign last Friday in support of the South African apple season.
The promotion is in response to the company’s own research among seven to 16-year olds which found that children are spending half their pocket money on sweets. They like eating fruit but not as much as sweets as they think eating fruit is not cool.
As a result of the findings, Cape has challenged UK primary-school children around the country to its sweet amnesty.
The aim is to raise fruit-awareness among young people and show them that their sports, film or pop role models eat fruit to stay healthy and fit. Ex-Atomic Kitten Liz McClarnon joined Capespan’s advertising and promotions manager Laraine Brown at Ashmead Primary School, Deptford, London for the launch to challenge the children to take part in the sweet amnesty.
Brown explained that Cape would like the pupils to think about eating fruit for a snack or at lunch-time instead of just reaching for sweets.
McClarnon told the children she loves Cape Golden Delicious and eats apples all the time because eating fruit is good for you.
Brown invited children and staff to accept the challenge and put a sweet, chocolate or crisps into the Cape Crusaders Fruit is Cool bucket in return for a Cape apple and frisbee.
Liz McClarnon autographed frisbees for the pupils and staff to record the visit before joining Capespan procurement director Martin Dunnett in radio interviews nation-wide.
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