Start week of Fruit and Vegetables with All Day Long
The Flemish Centre for Agro and Fishery marketing VLAM received permission from the European Union for a three year continuation of the successful fruit and vegetable campaign 'All Day Long'. The Week of Fruit and Vegetables from 19th to 25th March is the festive start of the campaign this year. "The concept remains the same: to couple fruit and vegetables to the various eating moments during the day" Sofie Lambrecht, product manager fruit and vegetables at VLAM, explains. "Kim Gevaert remains as ambassador the face of the campaign. Her image is a perfect fit to our story. As a young mother she perfectly addresses our most important target group, young families with children."
More tasting on shopfloor
"New this year is that we want to increase our cooperation with the distribution. In addition to a prominent presence at a number of events a larger visibility of All Day Long on the shopfloor forms a challenge" Sofie Lambrecht explains. "Clients are being surprised with tastings and measured incentives from each distributor and we hope that consumers will make the link with the campaign quicker. Also the websites and folders of the supermarkets are used to the full as communication carriers." All Day Long recognizes a lot of potential in the business world. In spring we start a competition encouraging companies to offer more fresh fruit and vegetables on the shopfloor" as per the production manager.
New media gulf 'We all have something with Flandria'
This is the third Flandria campaign. With 'we all have something with Flandria' VLAM and LAVA want to make Flandria better known as the quality label of fruit and vegetables, where as a result Flandria should become the preferred trademark of the consumer. A new gulf of Flandria spots will be broadcast in May and September, both in Flanders and Wallonia. There is also a Flandria product sponsoring in T.V. programs. In spring VTM will broadcast the new fiction series 'Danni Lowinski' with Nathalie Meskens in the leading role. Various scenes play in a fruit and vegetable shop clearly showing Flandria. Sven Ornelis is the vegetable trader. Tasty as with us takes responsibility for the culinary flavouring with products from us. The cooperation with the T.V. program Dagelijkse Kost (Daily Food) and the paper Het Nieuwsblad are continued. The website and Facebook also make sure of a strong mediamix.
Wok actions and Day of the Customer
Every week-end from May to November wok demonstrations will take place with Flandria products all over Belgium. The wok preparations with seasonal vegetables are promoted as 'healthy and simple' together with recipe folders for the consumer. Flandria is also part of the actions such as Day of the Client and other events.
Chicory having an affair
In 2012 there will be a continuation of the program 'Chicory having an affair' , which wants to make this healthy vegetable more popular, especially with the younger consumer. The actions run mainly in spring. A period with a large supply of chicory with Flandria quality. "We want to prove that chicory is a modern vegetable, having lots of good qualities and in the kitchen a lot of good can be done with it" said the product manager.
Looking for new markets
The Flandria promotion abroad takes place in close cooperation with VLAM. VLAM will be at the Fruit Logistica event in Berlin from 8 to 10 February with a group stand. Also the specialized fair World Food Moscow has been a fixed value on the foreign promotion program of VLAM for more than 15 years. VLAM want the Flandria hallmark, which at the moment is well-known by more than 90% of those responsible for buying in Germany and France, to remain at the 'top of mind' as a strong brand in the fruit and vegetable sector. All kinds of actions have been planned, publication and editorial cooperation with trade journals, news letters for trade contacts abroad and all kinds of promotion actions in cooperation with large German and French distribution companies. In 2012 VLAM will pay special attention to prospecting new markets. "In this we will mainly focus on Scandinavia, the United Kingdom, Northern Italy and Southern Spain" said Sofie Lambrecht.
Source: Flandria Mail