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