NEWS: Hammond hired for fresh approach

Fruit and vegetable growers, shippers, wholesalers and retailers are ploughing pounds 500,000 into a PR campaign to encourage the British public to eat more fresh produce.

Fruit and vegetable growers, shippers, wholesalers and retailers are

ploughing pounds 500,000 into a PR campaign to encourage the British

public to eat more fresh produce.



The Fresh Produce Consortium (FPC), which has 1,200 members including

Tesco Sainsbury’s and banana pro ducer Fyffes. hired Hammond

Communications this week,to run the programme.



The agency pitched against Richmond Towers, Cogent and Marshall Foden.

The industry-funded Fresh Fruit and Vegetable Information Bureau

(FFVIB), run by Cameron Choat & Partners for 20 years also put in a bid.



Cameron Choat director Jo Rimmer said the FPC’s decision to hire another

agency for a generic campaign will not effect the FFVIB, which tackles

day to day media enquiries. However, the FPC is planning to appoint two

people within Hammond Communications to handle its enquiries.



Suzanna Hammond, managing director of two-year old Hammond

Communlcations. said the agency will opt for a full lifestyle approach

to capture the imagination.’



Year one of the campaign will consist entirely of Pr but an advertising

drive will be launched next year by Abbot Mead Vickers, part owners of

Hammond Communications.



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