Soft fruit in the spotlight with new campaign

Over the next three years, Food Cabinet will run a promotional campaign for soft fruit in the Netherlands, Belgium, and parts of Germany. GroentenFruit Huis selected the Amsterdam-based agency after an extensive pitch process, where experience with European campaigns and collective promotions proved decisive. The campaign aims to boost both sales and awareness of European strawberries, raspberries, red and blue berries, and blackberries.

Young adults as a key target group

The campaign specifically targets young adults aged 18 to 35, who currently consume less than the recommended daily intake of (soft) fruit. It focuses on their food preferences, emphasising health, freshness, and convenience. According to the organisers, soft fruit fits this profile well: fresh, with little or no packaging, ready to eat, nutritious, and colourful. The campaign will make use of a wide range of communication tools, including social media, online platforms, PR, and point-of-sale promotions.

Collaboration within a European program

The promotion is part of the European program Enjoy, it’s from Europe!, which raises awareness for sustainable and healthy agricultural products from European soil. The campaign is organised by a consortium consisting of GroentenFruit Huis, ZLTO, Glastuinbouw Nederland, NFO, Stichting Berry Promotions, and Simply the Bes. Wilco van den Berg of GroentenFruit Huis highlights Food Cabinet’s experience with similar campaigns as a decisive factor. Sebastiaan Aalst of Food Cabinet adds: “This campaign is a perfect fit for Food Cabinet as it allows us to apply our in-depth knowledge of consumer food preferences.”

Groentenfruithuis.nl