PMA Australia and New Zealand is going for the irreverent angle with its new campaign to encourage shoppers to eat more fresh produce.
“Say no to crap” is one of the frank statements which will make up part of the PMA’s “It’s Time - Get Real” campaign designed at positioning vegetables and fruit as “real value, real easy, real fast”.
Delegates at the PMA Fresh Connections 2012 in Melbourne were given an overview of the initiative which involves colour posters, slogans and local community members who have improved their health by eating fresh produce.
One suggested media stunt was to dump a large amount of sugar in the main street of a regional town to highlight the figure that a town of 100,000 people consumes 22 tonnes of sugar in processed food everyday.
In delivering the plan, Michael Worthington, CEO, PMA A-NZ said on average, Australians only spend $10 per week on fresh produce.
He said after exhaustive consultations with agencies and extensive research, the organisation wanted to go with something that was simple yet provocative.
“Consumers know that eating fruit and veg is good for them. They don’t have to be told that, we don’t have to keep pushing that down their throats,” he said.
“They all know that they should be eating more fruits and vegetables.
“We know that they don’t like to be preached to, they don’t like to be lectured to, so whatever you do, you’ve got to instil self ownership, self responsibility about this.”
In a media-saturated society where stories appear on weekly basis with claims and counter-claims over the health of various foods, Mr Worthington said, the strategy is to have a simple message that cut through.
One of the designated aims of the project is to “jolt consumers into taking some action”.
Mr Worthington said it was important to acknowledge that the push would compliment, not overtake, other campaigns such as the Go for Two and Five healthy eating slogan.
Last year’s PMA Fresh Connections saw the launch of the Fruit and Vegetable Week concept which was slated for November 2011.
The idea was put on hold in the September prior to give more time for industry support.
While there was no mention of Fruit and Vegetable Week at this year’s conference, Mr Worthington said the organisation would again try to lever off the momentum created by healthy eating advocate and film maker, Joe Cross.
“I think the most important thing from what Joe did, is he provided the catalyst for some people to do something about eating more fruit and veg,” Mr Worthington said.