VLAM introduces new vegetable campaign for millenials

Blending vegetables with Mister Easy or veggies on the go? "If you can think of it, it is on the website www.vegetablesarethenewsneakers.eu. The website is part of an online campaign by the Flemish Centre for Agrarian and Fisheries Marketing (VLAM). The aim is to encourage young people to eat more vegetables. This is essential, because 97% of millennials still eat too few vegetables," according to VLAM.

45% of young people do not eat fresh vegetables every day
Figures from VLAM (2018) show that as many as 45% of 18 to 30-year-olds living alone do not eat fresh vegetables every day. A 2019 study shows that despite this, millennials still find vegetables tasty and healthy. The problem is that they don't think vegetables fit their busy schedule. They find preparing vegetables time-consuming and they do not find the large quantities (such as cauliflower) convenient. With the second wave of the campaign, VLAM wants to prove that vegetables are easy, yummy, fresh and funky.

15 short titillating videos
With the campaign "Vegetables are the new sneakers" VLAM wants to inspire millennials to choose vegetables more often. 15 short videos will be deployed that VLAM will show on various digital platforms such as YouTube, Snapchat, Instagram, Facebook and Spotify. These are the channels on which young people are mainly active today. The campaign is very targeted. Only 20 to 30 year olds will see the videos.

The campaign is going live in the middle of the Corona crisis. "We have deliberately chosen to launch the campaign anyway," said Thaïs Mees, project coordinator for Fruit and Vegetables at VLAM. “We assume that many millennials currently have more time because they spend a lot of time at home and their social life and busy schedule is suddenly empty. This means that they are cooking more and also want to eat healthier. With our campaign, we hope to inspire them to cook delicious and easy meals with lots of vegetables. VLAM previously launched #lekkerinuwkot (tasty at home) with which we want to inspire families with tasty dishes. There, too, we can see from our figures that the concept is a shot on target. ”

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