“Life Is Better with vegetables, fruit and bananas” is the slogan of the European communication campaign aimed at millennials that was launched last year and will run again this year.
On May 25th, 2022, the “Life is Better” campaign was launched by Interfel, AIB (Interprofessional Banana Association), Bord Bia - Irish Food Board and Freshfel. Co-financed by the European Union and aimed at 25-35 year-olds, the campaign will run for 3 years in France and Ireland. The objective is to “raise awareness among millennials about the pleasure and well-being derived from eating vegetables, fruit and bananas.”
© Interfel
18-30 year-olds tend to move towards eating more fruit and vegetables in order to adopt a healthier, more sustainable lifestyle for themselves and for the planet (IFOP* study, carried out in February 2023 for Interfel). Consumption, however, still struggles to keep up: lack of practicality, difficulty to cook etc…
According to the IFOP study, 88% of 18-30 year-olds say they enjoy eating fruit and vegetables, 65% claim to be moving towards an increasingly plant-based diet, 76% think this would help limit their impact on the environment and the planet, and 70% claim to have changed their consumption by eating more fresh fruit and vegetables in the last year. But only a third of the participants say they regularly cook fruit and vegetables because, for some, they are inconvenient to eat and difficult to cook, and only 4 out of 10 say they eat 5 portions a day.
© Interfel
Promoting and boosting consumption
With this campaign, Interfel hopes to “observe an increase in consumption at the end of the 3 years of communication in order to have an overall trend and smooth out cyclical effects.” The ultimate goal is to “increase the target generation's level of knowledge about fruit and vegetables, improve their image by making them more fun, and demonstrate that they can be easily and simply integrated into the daily lives and lifestyles of 25-35 year-olds.”
It is still too early to measure the effects of this campaign on consumption, but the first edition has already shown positive results, according to the interprofession. “91% of the people who visited the booth at Rock-en-Seine in 2022 said that the campaign had made them want to eat more fruit and vegetables, and the same was true for 87% of the people who visited the website https://lifeisbetter.eu/fr/.”
Year 2
Given the success of the 2022 campaign, a number of initiatives will be repeated this year, with the addition of some new features. For example, fruit and vegetables were distributed at the Smoothie bikes booth at the French Rock-en-Seine festival, from August 23rd to 27th, along with a cooking workshop of easy recipes. “A ‘music thread’ has also been deployed to capture this target audience that typically enjoys a lot of music on social networks.
- Media partnership with Démotivateur (broadcast in September on Instagram and Facebook)
- Influencer partnerships throughout the year
- Content on the campaign's Instagram page
- Partnership with Roman Doduik, comedian and ambassador of year 2.”
Smoothie bikes booth 2022 / © Interfel
In addition to the “Life is Better” initiative, the interprofession will also “invest in points of sale and mass catering as part of other communication campaigns.”
For more information:
lifeisbetter.eu/fr