CAMPAIGNS: Consumer; Seeing life as a bowl of cherries

Campaign: Get Fresh Client: Fresh Produce Consortium PR Team: Hammond Communications Timescale: 1 March 1996 - February 1997 Cost: pounds 500,000

Campaign: Get Fresh

Client: Fresh Produce

Consortium

PR Team: Hammond

Communications

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

creative campaign.



Objectives



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.



Tactics



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

month later.



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

entertainment reporters.



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.



Results



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.



Verdict



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.



Discussion

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