Campaign: Get Fresh
Client: Fresh Produce
PR Team: Hammond
Timescale: 1 March 1996 - February 1997
Cost: pounds 500,000
In an effort to stem declining sales of fresh fruit and vegetables and
to enthuse a public jaded by sermonising on the subject, the Fresh
Produce Consortium hired Hammond Communications to come up with a
To shift the perception of fruit and vegetables from that of a penance
food to being satisfying and enjoyable, and in the process reversing the
current drop in fresh produce sales.
Details of the Get Fresh campaign were first unveiled to the food and
vegetable trade press on 3 June and launched to the consumer media a
The campaign started with a two month stand-up comedy roadshow starring
Midas Touch’s Bradley Walsh and Pulp Video’s Parrot. This was the first
time a live comedy act had been used to convey a healthy-eating message
in the UK, and it became the central platform of the campaign.
A massive pre-publicity drive used flyers, posters, and radio and
newspaper promotions. In advance of each performance, a series of media
interviews was organised to promote Get Fresh and invitations were sent
to key regional media and food, consumer, health and beauty, and
Launched on 25 August in Bristol, the cabaret show played Sunday
evenings in Bristol, Leeds, Newcastle, Manchester, Birmingham, Belfast,
Glasgow and London. Apart from being entertained by jokes and songs, the
audience received humorous eating advice while being bombarded by fresh
produce. Branded leaflets explaining the Get Fresh philosophy, pounds 1
off vouchers redeemable at Tesco’s and Stewart’s and free fresh produce
samples were also distributed.
Along with this campaign, the FPC ran competitions offering prizes of T
shirts with the slogans ‘I’m feeling a little fruity’ and ‘Veggie lovers
do it in the raw’, tickets to the shows and a year’s supply of fresh
produce, courtesy of Asda.
Bradley Walsh and Parrot played to packed houses reaching a total of
7,500 people. However, most of the media coverage revolved around phase
two and three of the campaign which dealt with celebrity role models and
the Get Fresh Challenge.
The campaign generated 20 items in the national press, 83 in the
regional press, and coverage on the Big Breakfast, Debbie Thrower Show
on Radio 2, Radio 5 Live, Virgin Radio and BBC Radio.
The combination of celebrities and supermarket sponsorships ensured wide
media coverage and supermarket feedback was very positive.
However, there were somedoubts about the campaign’s significance.
‘Compared to similar promotions, such as Sainsbury’s which stress fresh
produce’s specific attributes to health, I found Get Fresh somewhat
narrow,’ said Dr David Cox, nutritionist and senior research scientist
at the Institute of Food Research.
Judging by the number of crisps and ale quaffed during the cabaret
intermission it remains to be seen how long it will take to re-educate
the British in their food habits.