“While awareness of the 5+ A Day brand is high (around 90% in 2014), less than half of kiwi adults eat enough fruit and vegetables,” General Manager Paula Dudley says.
Their latest challenge – launching on 1 February 2016 – aims to “create a buzz on social media and drive an increase in consumption of fresh fruit and vegetables”, using the hashtag #GETITIN alongside quirky photos, videos, and delicious meal ideas.
Kiwis will also be invited to upload and share photos or short videos of themselves getting their “five a day”, with the chance to win fabulous prizes, including fresh fruit and vegetable hampers and preloaded Visa gift cards from Prezzy Cards.
“As #GETITIN targets adults via social media, specifically younger adults, we have some leeway to convey the message in a fun way - that’s just a little bit cheeky,” Ms Dudley says, adding that they will also showcase fresh, seasonal fruit and vegetables throughout the campaign.“It’s such a great time of year to enjoy summer fruit and vegetables, and with the new season pip fruit arriving there is so much choice available,” she says.
“We are loving deconstructed salads served on large wooden boards with plenty of seasonal fruit amongst the greens.”
The 5+ A Day Charitable Trust already has a strong social media following, often sharing beautiful pictures of fresh fruit and vegetables, along with recipe ideas, tips and insights on produce that’s in season on Facebook (www.facebook.com/5adayNZ), Instagram (@Fredge_5aday), Twitter (@Fredge_5aday) and Pinterest (5plusaday).
Some of their latest recipes include Roasted Summer Fruit with Honey and Balsamic Drizzle, Nectarine Salad with Burrata and Chilli Mint Dressing and Fresh Apricots with Bocconcini.
Ms Dudley says they have partnered with all of their stakeholders for the #GETITIN campaign, including health professionals, educators, food writers and United Fresh members to “drive an increase in consumption of fresh fruit and vegetables.”
For more information:
Paula Dudley
The 5+ A Day Charitable Trust
Tel: +64 9 480 5057
+64 9 480 5057 Email: paula@5aday.co.nz
www.5aday.co.nz