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Mr Fruitness to promote fresh produce
IS it Popeye? Is it the Jolly Green Giant? No, its Mr Fruitness, the latest superhero employed to encourage children to enjoy their fresh produce.
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| Mr Fruitness |
The new character has been created as part of Fruit is childs play, a three-year campaign dedicated to promoting the consumption of EU fruits this season its pears directed at children in the UK, Poland, Austria, Sweden and Germany, and financed by the European Commission, Agea (the Agricultural Payment Agency) and CSO, for a combined value of euro 4m.
For his part Mr Fruitness stars in a video game in which he shows off the full range of his superpowers, the result not of physical exercise but rather of a balanced diet in which fruit forms an essential component. The game is just one of many materials due to be distributed in large-scale retailers throughout the participating countries. From the end of October, these stores will be hosting corners in which promoters will illustrate the merits of the fruit and hand out information leaflets, recipe booklets and freebies.
For more information visit: www.fruitness.eu
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