Interfel, the fresh fruit and vegetable interprofessional organization,
has launched a communication campaign to reveal its new signature, “Fresh fruit and vegetables are never enough”, that will come alive in a film and through a large media campaign dedicated to the diversity of fresh fruit and vegetables, which is a reflection of our society.
A relaxed tone, generous words (“never too much”), fruit and vegetables as stars of diversity and unlimited pleasure, this is the new campaign of Interfel signed by the agency LGM&co.
By displaying their unique diversity, fresh fruit and vegetables naturally stand out as the star product of our era, the only one that can be enjoyed by everyone, regardless of taste, preferences or diet. With fresh fruit and vegetables, excess is allowed and pleasure is unlimited, never condemned. Never too much.
Ad of 30 seconds by artist Charlotte Abramow
With the 80s hit “Just can’t get enough” of Depeche Mode, the 30-second film of Charlotte Abramow takes us to the colored universe, “never too much”, of an era that claims differences and diversity. It makes a joyful parallel between tastes and the appearance of colorful characters: the fruit and vegetables are never too hairy, never too round and never too ripe… A sense of freedom and excess that is in contrast with certain dietary injunctions.
A major 360° communication campaign
‣ Launch of a special operation as part of the ads accompanying the French TV program “Quotidien” on April 13th: 3 teaser ads of 5 seconds followed by a reveal ad of 30 seconds at the end.
‣ A TV campaign from April 14th to May 4th, with 2 formats (30 and 20 seconds) broadcast on French TV channels TF1, TMC, M6, W9, C8/Cstar, L’équipe TV, BFM TV and RMC2.
‣ A dynamic display in French train stations from April 18th to 24th: 1,021 digital screens.
‣ A 4x3 display in the Paris metro from April 14th to 20th (300 posters)
‣ 1 press announcement in the form of a manifesto on the back cover of French newspaper Le Parisien on April 13th.
‣ A powerful digital media plan on social networks (Facebook/Instagram/TikTok), Youtube, Seedtag, Azerion, as well as videos on mobile game apps and broadcast on affinity articles.
‣ An operation on social networks with “celebrities” Bilal Hassani and Natoo interpreting this “never too much” in their own way.
‣ A “never too much” Instagram filter with which users will be able to be never too hairy, never too ginger, or whatever suits their desires.
‣ A new editorial charter on social networks and on the fresh fruit and vegetable website (here), which are a reflection of the campaign.
‣ Field events to meet the general public, through animations in the stores, a national Fresh Fruit and Vegetable Foodtruck tour and attendance at many fairs and festivals.
For more information:
Interfel
interfel.com
