EUROPEAN APPLE EUROPEAN APPLE PROMOTIONAL PROMOTIONAL PROGRAMMEPROGRAMME

2007-2010

France - Italy - Netherlands

INTRODUCTIONINTRODUCTION

Product : fresh apples.

Target : 3 European markets :

France, Italy and the Netherlands.

INTRODUCTIONINTRODUCTIONContext :- At a European level, there is now a general awareness regarding the increase of obesity among adults and children and the need to promote a healthier lifestyle.

- In European countries, consumers do not eat enough fruits and vegetables, due to several factors : insufficient knowledge, lack of accessibility and convenience, competition of unhealthy snacks, increase of meals taken outside.

- Eating not enough fruits and vegetables has a bad impact on health and various bodies have recently developed campaigns to boost F&V consumption.

- Increasing importance of the workplace as number of hours spent in the office keep rising. This is a good place to stimulate the consumption.

INTRODUCTIONINTRODUCTION

In France, the PNNS (Programme National Nutrition Santé) encourages the consumption of at least 5 F&V every day. INTERFEL (Interprofession des Fruits et Légumes frais) also promotes the consumption of F&V from 5 to 10 per day and more recently, has developed the concept that “half of the plate” should be F&V.

In Italy, INRAN (National Institute for Research on Food and Nutrition) regularly publishes Guidelines for Healthy Nutrition (last version: 2003). Furthermore, a 5-a-day program has been developed in 2003/2006 by UNAPROA (National Union of Fruit and Vegetable Producers), under the label “5 colors of wellness”.

In the Netherlands, the Dutch promotion office for fruits and vegetables promotes the consumption of F&V.

PRODUCTIONPRODUCTIONApple production is important in Europe, representing a total volume of 6.6 million tons in 2006 (Prognosfruit) in the EU-15 and 9.5 million tons in the EU-25.

Production in Italy, France and the Netherlands :Italy : 1.949.000 tonsFrance : 1.584.000 tonsNetherlands : 347.000 tons

--------------------TOTAL 3.880.000 tons

STRENGTHS of APPLESSTRENGTHS of APPLES

Apples have many strengths to be highlighted :

- Large range of varieties (from the sweetest to the most acid) with a huge range of flavors,

- Enjoyment

- Large possibilities of uses (raw or cooked, in cold or hot dishes, in sweet or salty preparations, at or out of home, etc…)

- Healthy facts (balanced diet, fibers, anti-oxidants, cardiovascular protection…)

- Accessibility, convenience.

GOALSGOALS

To develop consumption of apples in Italy, France and the Netherlands especially among the low-consumers category

TARGET GROUPSTARGET GROUPS- young adults (18-35 years old)

- middle age adults (35-50 years old)

- children and teenagers

MESSAGEMESSAGE

- Good fruit, easy to consume every day (the frequency has to be highlighted),

- Huge range of varieties, and large possibilities for different type of consumption,

- Highlighting the beneficial effect of a well-balanced diet, where consuming apples is the primary point,

- Easy in-between consumption (snacking)

STRATEGYSTRATEGY- Increase frequency of consumption among the low consumers

A common logo and a common claimA common logo and a common claim

France

Italy

The Netherlands

PROGRAM FOR FRANCEPROGRAM FOR FRANCE

MAIN TARGET PROGRAM 20-35 years old 2 TV Campaigns (October and January) – 50 million

contacts 20-50 years old Point –of-sales promotional program (from hypermarkets

to F&V retailers) - in autumn : 12.000 points of sale( information on the

different varieties + recipes),

- in winter : 2.000 points of sale, - in spring : 1.000 points of sale

20-50 year old teenagers children

Catering program : - in work place restaurants (1.500 kits of material) - in high schools (1.500 kits of material) - in primary schools (1.500 kits of material)

20-35 years old sporting

Promotion of health benefits and sampling in fitness centers in October and in Feb/March

20-35 years old Events : promotion and sampling to the 20-35 year old target in 10 French cities (at universities, city centers)

PROGRAM FOR ITALYPROGRAM FOR ITALY

MAIN TARGET

PROGRAM

- Creation of an Italian website on apples - Important advertising campaign in significant

newspapers and websites to increase awareness of the different health benefits of apples

Young Adults Under 35 y.o.

- Promotion in work places and in restaurants and cafeterias of major companies. o in 40 important Italian firms o Sampling, “apple corner”, distribution of leaflets

promoting snack consumption and health benefits of apples

- Roadshow in 3 major cities in Italy with o mobile material, o apple corners, o promoters,etc…

- Promotion of health benefits and sampling in fitness centers in October and in Feb/March

PROGRAM FOR THE NETHERLANDSPROGRAM FOR THE NETHERLANDS

MAIN TARGET PROGRAM

Young Adults Under 35 y.o.

Promotion in workplaces in 50 companies (year 1), 1.500 companies (year 2 and 3) :

- display for apples in an apple corner to stimulate snacking consumption

- informative leaflets on apples

TOTAL BUDGET

• 3.800.000 € per year

• 11.4 million euros for 3 years