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“Life is Better* with vegetables, fruit and bananas”

Interfel, AIB, Bord Bia and Freshfel present their new communication campaign for millennials

“Life is Better* with vegetables, fruit and bananas”. This is the slogan of the new campaign in favor of vegetables, fruit and bananas, which was officially presented on May 18th 2022 during a press conference in Brussels.

Launched by Interfel (fresh fruit and vegetable interprofession), AIB (banana interprofessional association), Bord Bia (Irish food board) and Freshfel (European fresh produce association), this campaign co-financed by the European Union and aimed at 25-34 year olds will run for three years in France and Ireland.

Launch of the European campaign for millennials / © Interfel 

A European campaign for millennials in order to inform and promote vegetables, fruit and bananas
Millennials invest daily in living more healthy, tasty, simple, fun and sustainable lives for themselves and for the planet, but they could be doing even better if they were to consume a little bit more fruit, vegetables and bananas each day. This campaign, dynamic and fresh, will accompany them each day in this quest, in a fun and informal way. The main objective is to inform millennials about the pleasure and well-being provided by fruit, vegetables and bananas.

Unlimited fun and creativity: boosting your imagination thanks to the diversity and variety of flavors they offer! “When, where and with whomever you want!” Vegetables, fruit and bananas are practical and easy to prepare, in any way and at any time of day! In other words, the goal of this program is to promote the consumption of fresh fruit and vegetables among young adults by giving them the keys to a fun and sustainable consumption.

An engaging multi-channel campaign
Using creative visual and communication tools, the campaign offers a colorful, playful, attractive and accessible universe. A true graphic signature for the slogan “Life is Better* with vegetables, fruit and bananas”. The 4 interprofessional organizations will deploy a 360° plan of action around the unifying concept of this three-year campaign, which will bring a fresh perspective to this family of products.

Experiencing vegetables, fruit and bananas differently
During the first year of the campaign, Interfel and AIB will take part in various events, including the 2022 Rock en Seine festival from August 25-30th, with a booth offering an immersive experience into this campaign. It will be an opportunity to promote the fun aspect of the campaign and to target the 25-34 year olds thanks to original and attractive events, at the heart of a festival very popular among millennials. AIB will also deploy a partnership with specific leisure activities for young adults. 

A digital deployment
The interprofessional organizations will have a strong presence on Instagram, a key social network for millennials, with creative and offbeat content published regularly on the organizations’ respective accounts. Benjamin Verrecchia, the campaign’s ambassador during this first year, will carry the campaign’s colors high within his community. Other collaborations with various lifestyle, humor and sports influencers will also mark this first year. A media partnership will be set up with Topito - another reference for millennials - in collaboration with the editorial teams of Topito, all of this in a humorous, fun and offbeat approach.

A series of videos created by AIB will be broadcast in the fall of 2022: self-mockery guaranteed! Finally, Interfel and AIB will share simple and quick recipes, based on consumption moments, in order to provide inspiration to young adults daily. To be discovered on the site  

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