The annual French marketing campaign promoting summer fruits has unveiled its promotional plans for the UK, with a fresh new logo and design incorporating France’s national icon – the Eiffel Tower. This new design follows the EU directive which prohibits State funded and part-funded campaigns from using the country name for certain campaign uses. The new logo depicts the Eiffel Tower with the words ‘fruits d’été’ which translates as ‘fruits of the summer’. This replaces the ‘Sunshine Fruits from France’ logo (in use since 1998) and will be used across all European marketing materials promoting the country’s cherries, apricots, peaches, nectarines, plums, melons, grapes and pears.
Consumer activity will be retail-led and kicks off in July with tailored promotions running with major retailers. This includes a showcase promotion running in 100 Waitrose stores with tastings of different summer fruits alongside distribution of product literature and recipe leaflets.
The Yelor Charentais melon, which is available exclusively through Waitrose, will also be separately promoted as part of a joint collaboration with Produce World.
A product specific promotion is planned for Tesco too, with tastings and point of sale material featuring the new-look logo design.
Daniel Soares, international exports manager for French summer fruit said: “The French have achieved an enviable reputation for its quality offering of seasonal summer fruits. It consistently meets the UK’s high specifications and many multiples choose to retail French summer fruits under their own premium label brand.”
From early July a promotion will also run across some of the UK’s key wholesale markets (New Covent Garden, Spitalfields, Manchester and Birmingham) offering traders a range of point of sale materials for their stands featuring the new logo design, plus kits for their customers including branded paper bags and shop opening signs. The traders will be encouraged to dress up their stand to win a holiday to France and runners-up will receive a case of champagne.
France is one of the UK’s closest suppliers of imported summer fruits. The season begins in late May with French cherries, followed closely by apricots, peaches and nectarines in June. Then in July melons, pears, plums and grapes arrive, with the season lasting through to the end of September and even October for some later varieties.