The second part of the Eco-friendly Orchards campaign has been launched. So far, communication has been focused on its assets and content, but the label is now also better targeting current consumer concerns.” Sandrine Gaborieau, in charge of communications, details the highlights of this second half of the season.
“The most important campaign ever carried out by Eco-friendly Orchards”
“We all have a good reason to choose apples from eco-friendly orchards.” This is how French apples came back into the public eye on French television on January 22nd. For 7 weeks (until March 8th), the label will sponsor the France 2 series on Fridays and the France 3 series on Tuesdays. This is the most powerful campaign ever run by Eco-friendly Orchards,” according to Sandrine Gaborieau, “with 180 million contacts among women aged 35 and over, and 71% of this target reached 12 times on average.”
The TV campaign will broadcast two main messages: the diversity of apple varieties, featuring a father with his daughter in a store, and the future, thanks to virtuous production methods, featuring a pregnant woman in a supermarket.
Communication actions are also planned, with events and displays in stores, and promotional actions at wholesalers. Here at Lagache in Lille (MIN of Lomme)
“Highlighting the value of the orchard work throughout the seasons”
From February 24th, Eco-friendly Orchards will be present at the International Agricultural Show with a booth of 100 m². For the general public, the aim will be to “showcase all the work done in the orchards throughout the seasons, to showcase all the work done by producers,” highlight culinary delights, offer activities for children, and highlight a different apple or pear variety each day. As for professionals, “with an enhanced edition this year,” they will be an area to welcome clients, partners and elected officials. A new feature will be the launch of a group “for all those who support French apples.” 2024 will also mark the second “Partners Committed to French Apples” awards ceremony, to be held on February 27th, with 4 categories: supermarkets, wholesalers, processors and restaurants. Last year, the award went to Lidl, leading distributor of French apples in terms of volume.
Trophy awarded to Lidl in 2023
Number of references on the shelves?
The apple market is “very dynamic this year, with very good repurchase rates and favorable consumption indicators.” What is the place of French apples on the shelves today? “Last year, we observed a drop in the number of references on the shelves. While the range of varieties continues to grow, we are going to check whether or not this decline in the number of references on the shelves is confirmed by visiting promoters in over 500 stores in France.”
For more information:
Association Nationale Pommes Poires
7 rue Biscornet - 75012 Paris
Phone: +33 (0) 1 53 10 27 80
Fax: +33 (0)1 53 10 27 88
v.guerin@pommespoires.fr
contact@lapomme.org
www.lapomme.org