“Nourish yourself with the colours of life”, is the multiannual campaign of UNAPROA (National Union of producer organisations in the fruit, vegetables, citrus and nuts sector) financed with contributions from the European Union and the Italian State.86
This campaign, due to run from 2015 to 2017, represents the excellent perpetuation of a previous similar campaign carried out since 2012. It intends to supply information about the qualities and organoleptic properties of fruit and vegetables, as well as offering advice about a healthy diet based on the different colours of these products.
Red, green, white, yellow/orange and blue/violet: the ‘5 colours’ represent a principle of good hygiene practice, scientifically accredited, based on the consumption of fruit and vegetables varied in five daily servings, each one with products of different colours.
Every colour corresponds to specific substances and protective actions, and so it is only by varying the consumption of fruit and vegetables during the day that we can be sure of meeting all the needs of our organism.
Indeed, the colours of fruit and vegetables help us to control our intake of valuable substances. Fruit and vegetables contain compounds which work together to provide protective effects. No single substance acts alone, but rather in combination with water, carbohydrates, fibre, vitamins, minerals and phyto-compounds, both coloured and not. All these substances work together in our bodies to keep us healthy. Fruit and vegetables contain nutrients and essential substances which are often not present in other foods. They are one of our main sources of the vitamins and minerals which the body requires to keep itself alive and in good health. Fruit and vegetables contain a lot of water and fibre and have the added advantage of being low in calories: for this reason science has recognised that they form the basis of a proper diet. All over the world, guidelines for healthy eating advise the intake of at least 5 portions of fruit and vegetables per day. By seeking to vary the colours, we can more easily resolve the complex puzzle of nutrients and phytocompounds required every day to maintain good health.
Ambrogio De Ponti, President of UNAPROA, explains: ‘taking our inspiration from the values of the Mediterranean diet and the excellent flavours of Italian produce, we are inviting the consumers to follow the scheme of 5 colours of wellness, and to adopt our suggestions for applying it in a simple and tasty way.
The campaign responds to both the following general strategic objectives: i) information objective; ii) Promotion of consumption objective.
These two key objectives are the strategic frame in which to insert the actions for the Italian market.
The objectives detailed hereafter are compatible with those of the European Community rules and regulations of reference:
To educate to the daily and varied consumption of fruit and vegetables according to the rule of the five daily portions identifying it as a “lifestyle” of people who care about their wellbeing and about their internal and external “beauty”.
- To promote the consumption of fresh vegetables and fruits as a healthy and knowledgeable lifestyle, putting particular emphasis on the fact that these are safe and reliable products, obtained in the respect of the European Community rules concerning food safety and tracing of the origin, as well as the ease of consumption and the variety of seasonal assortment;
- To improve the image of fresh fruit and vegetables once again aiming at the joyfulness and vivacity of the colours of nature, particularly for the youth target, who are less attracted to this type of product, and towards young families, with the purpose of focusing the attention of the young public and consequently reducing the average age-range of the consumers;
- To divulge with simplicity and efficiency the health advantages of a diet rich in fruit and vegetables endorsing the messages with authoritative medical and scientific testimonies attesting the benefits of such a diet, in order to encourage regular consumption;
- To supply accurate and detailed information on the characteristics of fresh fruit and vegetables, in order to emphasize their quality and freshness (nutritional value, organoleptic properties, seasonal cycle) and their naturalness (methods of production, respect of the environment);
All the above-mentioned objectives are in line with the interests of the European Community, which are the safekeeping and information to the consumer, and relate to the aspects outlined in the program.
The hope of UNAPROA is to reach the objectives within three years, the time limit of the campaign, through all the actions planned in the program for all chosen target groups. The strategy envisages the implementation of a group of five actions:
- Media advertising.The plan is articulated in the specific areas: TV insertions; online communications; ADV support plan.The TV insertions are set to give continuity to an activity already tested in the previous program and which the evaluation body of the previous campaign has recommended to carry on since it enables the reinforcement of the message with a high number of citizens. The TV insertions are made up of promotional and informational packages within TV shows and TV formats directed to families. The online communication envisages the achievement of a complex online program. The intention is to build a community that understands and shares the topics of the campaign. There will be a package of Search Engine Marketing activities, a keyword advertising campaign and a banner advertising campaign, as well as the development of communications integrated in given social networks. Lastly, with the advertising support plan, the ADV plan will be completed with the publication of editorial insertions, promotional pages, distribution of printed material.
- Information to consumers in sales points. The promotion to the consumers is an indispensable action, generating a direct dialogue with the consumer, in the most significant moment of his decision of purchase.
- Participation to events. In the first year, the plan envisages the event of great media impact and elevated public attendance: the Milan Expo, where an exposition stand will be set up and supported with animation, food tasting, information activity and distribution of material and gadgets.
- Media Relation off and on-line. This activity works alongside all the actions outlined in the program, in order to enhance the occasions of increasing public consciousness and to give further insight on the messages of the program. The activity of the press office is supported by a group of experts who collaborate in the task of setting up occasions, giving out information and further insight on the topic in the context of shows both online and offline (press, web, radio and TV). Press conferences are also planned (1 every year) with an innovative format, to establish a relationship between the guests and the fruit and vegetable products, to focus the attention on current topics connected to the consumption of fruit and vegetables and that can be of interest for the consumers.
- Communication material. Considering the positive impact of the material put together during the previous program, the campaign continue with the production of existing material, such as information brochures, factsheets, gadgets and other support documents for each single action. All these steps will result in an archive rich of contents and messages approved by the Ministry of Health.
See the activities of the campaign by visiting www.nutritevideicoloridellavita.com and enjoy the information, videos and photos published in the site. We recommend downloading the valuable “Guide to the colours of wellness” to keep in hand.
It remains only to remind "ENJOY IT'S FROM EUROPE"
Direttore Generale UNAPROA