The Eat in Colour campaign has reached a total audience of almost 50 million consumers in the UK since January, according to organisers.
Dom Lane of Bray Leino, the PR agency fronting the campaign, said that EIC had generated hundreds of articles and broadcast items, reaching 24m readers, over 15m listeners and almost 10m online hits.
Much of the focus has been aimed at women in the ‘C2’ and ‘D’ categories, he explained.
Outlining the campaign strategy further, Lane said that it is seeking to tie-in with established calendar opportunities. Hence over Easter it created the innovative concept of ‘chocolate offsetting’, while a theme of Eating on the Move was being honed for the bank holiday season, to encourage children on long car journeys to snack on fresh produce rather than junk food.
Another upcoming promotion next month will be Colour Me Beautiful, which is essentially a guide to how fruit and vegetables can help consumers to feel good on the inside and look their best on the outside.
This will be followed in July by the Eat in Colour Roadshow, part of which will see a themed ice cream van travelling around holiday camps promoting fruit and veg. In September Bright Ideas will look to tie in to childrens’ return to school.
Campaign chairman Anthony Levy said that the industry was starting to pull together behind the campaign, but that more sponsors are still needed for what is hoped will be a three year promotion.
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