The German producer organizations for fruit and vegetables, united in the BVEO (Federal Association of Producer Organizations Fruit and Vegetables e.V.), in terms of campaigning are going into an entirely new direction. For the first time, a multi-country campaign financed by the new EU Regulation 1144/2014 is underway to boost the consumption of fresh vegetables by the younger generation.
"With our new vegetable campaign, we aim to reach young people between the ages of 20 and 30. Together with our Belgian partner, Flanders' Agricultural Marketing Office (VLAM), we have chosen for the campaign slogan "vegetables are the new sneakers" in an attempt to humorously motivate our target group to put more vegetables on their plates," explains speaker Lisa Kloke in an interview with GEMÜSE.
Sneakers are comfortable and do not go out of fashion. "We want to show with the campaign and simple recipes that vegetables are just as easy to prepare as sneakers are easy to wear. Also, just like a pair of sneakers, vegetables also go with everything! "The campaign will run for three years for the time being, being applied to the Belgian and German markets, co-financed by the EU. We came up with a variety of formats and witty slogans for the campaign that will be played, where our main target group is. We want to reach them right there, on YouTube, Facebook and Instagram."
For more information:
Bundesvereinigung der Erzeugerorganisationen
Obst und Gemüse e.V.
Pariser Platz 3
Tel: 030 20641498-0