The Abbott Mead Vickers Group has been hired to handle an integrated
campaign to boost the sales of fresh fruit and vegetables in the UK.
The Fresh Produce Consortium, a group of industry wholesalers, retailers
and growers, hopes to halt the decline in freshly picked fruit and veg
sales over the past ten years with a campaign due to launch this summer.
AMV will work alongside its PR subsidiary, Hammond Communications, and
its design and print arm, McBain Noel-Johnson. The account was won in a
pitch against four other agencies spanning advertising and PR.
Bill Bowman, the chairman of the Covent Garden Marketing Authority and a
former advertising man, said the consortium had no preconceptions about
the best way to get its message across, so the chosen strategy would
depend entirely on suggestions made by the AMV Group.
‘The brief we have given is that we want to expand the total market for
fruit and vegetables over the long term,’ Bowman explained.
The Fresh Produce Consortium was created in the early 90s to represent
all parties involved in the fruit and veg business, from growers to
packaging companies. It has raised around pounds 750,000 from members to
try and raise the profile and consumption of fresh produce.
Though overall sales of fruit and veg have not been in decline in
Britain, the growth in eating out and processed foods has been taking
its toll on the sale of freshly picked products.
The consortium hopes to have a long-term strategy in place to deal with
this decline by its annual general meeting on 24 March.