From September 12th to October 9th 2022, Interfel, the fresh fruit and vegetable interprofessional organization, is launching a new communication campaign “Never too free from algorithms”, as a continuation of its "Fresh fruit and vegetables are never too much” campaign, which was launched last April. This autumn, Interfel will break the codes and encourage consumers to get out of their eating habits.
© Interfel
Based on the observation that algorithms are omnipresent in the lives of consumers, influencing their consumption of online content and their purchasing habits, the fresh fruit and vegetable sector wants to challenge consumption habits that can lead to routine behavior and the same food purchases.
With slogans such as “An algorithm has never cried while cutting an onion” or “abusing algorithms is dangerous for diversity”, Interfel has chosen 2 key moments to target consumers before and during their purchase, especially where algorithms are the most present:
When looking for inspiration
- Partnership with Marmiton in order to “hack” the most popular recipes (lasagna bolognese, hachis parmentier, quiche lorraine…) and to offer an alternative to the user, with fresh fruit and vegetables. For example, lasagna bolognese becomes zucchini lasagna, hachis parmentier is made with carrots and tiramisu with pineapple.
- Online video ads and 5-second capsules (“Never too free from algorithms”)
- Social media tool that suggests to consumers some original combinations of fruit and vegetables, some less popular recipes on fruitsetlegumesfrais.com, as well as less consumed fruit and vegetables.
While shopping
- Geo-located advertisements as close as possible to the stores where the “Never too much” events are held.
- Dynamic DOOH displays in shopping centers
- Signs with ideas to get consumers out of their eating routine, posted in French supermarkets, markets and grocery stores.
- 50 animations in supermarkets during the weekend, from September 30th to October 7th, to challenge consumers and incite them to taste less popular yet equally delicious fruit and vegetables (persimmon, fennel, parsnips…).
Outside the home
- Actions in company canteens to draw people’s attention as they enter and incite them to choose new recipes.
This campaign will be visible on the site of Interfel and fruitsetlegumesfrais.com as it unfolds (homepage, articles, recipes, specific newsletters). With “Never too free from algorithms”, Interfel wants to help consumers get off the beaten track and discover the diversity of fresh fruit and vegetables.
For more information:
Interfel
interfel.com