Interfel Launches A Bold New Campaign To Promote Fresh Fruit And Vegetables

Apr. 14, 2022

Interfel, the inter-professional organization for fresh fruit and vegetables, is launching a communication campaign today to unveil its new slogan: “Never too much… fresh fruit and vegetables”. It will be used on all the group’s media and will be brought to life through a film and a major media campaign promoting the diversity of fresh fruit and vegetables, which also reflects our society.

Interfel’s new campaign, which has been brought to life by the LGM&co agency, has a relaxed tone, with a generous signature "Never too much", presenting fruits and vegetables as embodying diversity and unlimited pleasure. With their unique diversity, fresh fruits and vegetables are the natural star product of our time, and they can be enjoyed by everyone, regardless of taste, preference or diet. There’s no need to worry about eating too many fresh fruits and vegetables, and there’s no limit to their deliciousness. Never too much.

The 30-second clip, directed by Charlotte Abramow, is a journey into a colorful world of diversity and change, where there is 'never too much, and is set to Depeche Mode's 1981 hit 'Just Can't Get Enough. She plays on the similarities between the tastes and appearances of colorful characters: fruits and vegetables are never too hairy, never too round, never too mature, etc., with a sense of frivolity and indulgence that contrasts with the tone of most dietary recommendations.

This campaign is a major 360° communication campaign:

• A television launch with a special advertising spot during the "Quotidien" TV show on 13 April: Three 5-second teasers followed by a 30-second reveal a spot for fresh fruit and vegetables at the end of the screen.
• A TV campaign from 14 April to 4 May with 2 formats: 30 and 20'' spots broadcast on TF1, TMC, M6, W9, C8/Cstar, L'équipe TV, BFM TV, and RMC2.
• Dynamic displays in major French train stations from 18 to 24 April: 1,021 digital displays
•  A 4x3 billboard in the Paris metro from 14 to 20 April (300 billboards)
• 1 press release in the form of a manifesto on the back cover of Le Parisien on 13 April
• A powerful social media advertising campaign (Facebook/Instagram/TikTok), as well as YouTube and mobile game applications, in VOL with Seedtag and Azerion, plus an advertising campaign on related articles
• A social media campaign involving ‘celebrities’ who interpret the ‘never too much’ concept in their own way : Bilal Hassani and Natoo.
• An Instagram filter featuring the ‘Never too much’ tagline where users can be ‘never too hairy’, ‘never too red’ … depending on their moods
•  A new social media editorial charter to highlight the campaign
• Activities to meet with the public through in-store presentations, a national tour of the Fresh Fruit and Vegetable food truck and participation in a number of trade shows and festivals.