In July 2019 Freshfel Europe together with Aprifel launched the ‘Follow me to be healthy with Europe’ campaign, co-funded by the European Union. The programme was launched at the Eurockéennes in Belfort, France and has continued to gain traction on social media with the help of influencers who have a broad outreach to the target audience, young Europeans aged between 18 and 30 years old. The programme focusses on millennials as their consumption of fruit and vegetables is notably low throughout Europe, where consumption, in general, is stagnating or decreasing. Among those not consuming the recommended 400g per day millennials are some of the worst offenders. The campaign employs social media to disseminate the campaign messages to millennials as this is one of the most effective ways to reach this target group.
In August the campaign focused on how it is easy to obtain the necessary minimum of 400g of fruit and vegetables per day in a summer picnic, whilst in September the campaign highlighted the convenience of including at least 400g of fruit and vegetables in your daily routine with the start of the new academic year. Early KPIs show that for some of the indicators the campaign has already obtained the targets for its Social Media platforms and the influencers’ platforms that were initially set for the full 3 years of the campaign. These KPIs demonstrate that the content is being successfully amplified via the campaign’s platforms and on-the-ground events and also via the influencers and their followership.
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