On the 31st of January, the National Apple Pear Association (ANPP) will launch a powerful campaign on French Television. This will help further promote the Eco-responsible Orchards label, already known by 54% of the consumers.
A renewed media campaign
With the highest confidence rate in the fruit and vegetable aisles* (77%), the Eco-responsible Orchards label continues to seduce French consumers who are increasingly attentive to the origin and quality of their products, as well as to their impact on the environment and their health. The label therefore meets their expectations in terms of sustainable and responsible consumption. Eco-responsible Orchards is known by more than half of the French consumers and its reputation continues to grow among the general public.
The new TV campaign is planned for January 31st to February 27th 2022 on prime time French television, in sponsorship with the Series evening program.
With 273 broadcasts planned in one month, mostly on France 2 and France 3, the advertising campaign wants to target 81% of the women aged 35 and over, with 184 million contacts within this target group.
The campaign will also be broadcast during the replays on Francetv.fr (Series and Fiction), with over 2 million impressions to reinforce the TV campaign.
“The Eco-responsible Orchards label is now a staple in terms of volumes and notoriety, but also because it responds perfectly to societal expectations,” explains Sandrine Gaborieau, marketing manager at ANPP.
A relay on social networks
This media campaign will be relayed on all the social networks of ANPP, Facebook, Instagram, Twitter and Linkedin, especially through the manifesto film Eco-responsible Orchards, created in 2021, which carries the values of the label.
“Our presence on social networks helps us interact directly with our different communities, and with a younger and more engaged public.”