Peach and nectarine growers are waiting eagerly to hear if the three-year “Fruitness - enjoy it!” campaign, which extensively features the two fruits and is due to expire in April, will be renewed.
Over the past three years, superhero Mr Fruitness has conquered younger consumers in the UK, Austria, Germany, Poland and Sweden by spreading his message about the importance of regularly eating fruit.
Luciano Trentini, director of Centro Servizi Ortofrutticoli (CSO), which organises the campaign, told freshinfo: “Peaches and nectarines have been part of the Mr Fruitness campaign from its inception. During the past three years, from July to September, these fruits have been the cornerstones of a series of in-store promotions of the leading multiples in the five target countries, thus allowing children and parents to become more familiar with them.
“Mr Fruitness and his fruit team were looking to have a fruit for each season and for summer the choice could be no other than peaches and nectarines. These two fruits are the most loved and consumed in Europe thanks to their dietary and nutritional characteristics, along with being sweet and juicy. Rich in vitamin C and potassium, peaches and nectarines are ideal for combating summer heat and assisting rehydration when fluids are lost through perspiration.”
The Mr Fruitness campaign has achieved notable results. The website www.fruitness.eu - in five languages - has registered over one million hits from more than 60 countries, and in the coming months the web will be firmly in the superhero’s sights. He will spread his message via blogs, social networks and sites such as YouTube and Facebook.
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