Funding for the Dried Fruit Alliance marketing campaign continues into its fourth yr


The Dried Fruit Alliance is becoming a member of forces as soon as once more in 2023 for its fourth marketing campaign to rejoice and re-educate shoppers in regards to the well being advantages and flexibility of consuming extra dried fruit.

On the committee this yr is dried fruit heavy-weight manufacturers Whitworths, California Prune Board, Dried Fruits Australia, South African Raisins, Aegean Exporters Affiliation, Worldwide Sultana Convention, Besana UK, and Group Meals UK.

2022’s #EatMoreDriedFruit marketing campaign, fronted by Tokyo Olympic Gold Medallist, and I’m a Celeb star, Matty Lee MBE, reached over 172 million folks throughout commerce, nationwide and client press, and social media. The success of this marketing campaign in producing constructive social sentiment and speaking key well being advantages of consuming dried fruit has inspired additional funding in 2023.

This years’ marketing campaign is fronted by Dame Laura Kenny, the five-time Olympic gold medallist, supported by a mixture of way of life, wellness, and health influencers together with Actuality TV Star Olivia Bowen. The road-up of expertise is championing key messaging across the Dried Fruit Alliance’s #TwoBeforeTenChallenge inventive, aimed to encourage folks to get in two of their five-a-day with breakfast because it’s statically confirmed to provide the next probability of reaching their every day beneficial consumption. The marketing campaign additionally highlights the flexibility and well being advantages of consuming dried fruit to their engaged neighborhood of social followers.

Analysis has discovered that Brits who devour not less than two serves of dried fruit at breakfast are 3.5 occasions extra more likely to hit their every day consumption goal than Brits who simply depend on lunch and dinner. The Dried Fruit Alliance has recognized this as a possibility to ascertain dried fruit’s place out there as a flexible, wholesome cooking and snacking important.

Dame Laura Kenny feedback: “The statistics present that 95% of us aren’t getting in our five-a-day and to me that’s an alarming quantity. To be completely sincere with you, I reckon I’m a type of 95%. Additionally, for me, one of many different regarding issues is that I don’t assume Albie, my five-year previous son is getting his five-a-day too. As an athlete our weight-reduction plan is massively essential, I do have a nutritionist who will inform me to eat this stuff however looking for methods to do it’s truly actually laborious. This marketing campaign actually opened my eyes to all of the alternative ways we are able to get in our 5 a day, I’m so happy to be part of the marketing campaign.”

Phil Gowland, Industrial Director at Whitworths mentioned, “As a result of success of our #EatMoreDriedFruit marketing campaign in 2022 we’re thrilled to have secured additional funding from the Worldwide Nut and Dried Fruit Council (INC) and DFA committee. Partnering with our allies within the dried fruit trade, we’re as soon as once more celebrating the advantages of dried fruit to actively encourage wider class progress.

This yr we carried out client analysis so as to add perception as an additional layer to the marketing campaign to firstly perceive what the barrier for shoppers, after which supply dried fruit as an achievable resolution. We’ve got taken this one step additional by establishing our personal Instagram web page @eatmoredriedfruit the place we now have been sharing our findings in addition to inspiration and recipes. This offers shoppers a stronger name to motion and permits us to higher observe engagement and curiosity as we develop and develop the marketing campaign into 2024.“

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