The “Get a Fruit” campaign promoted the consumption of fresh fruit in Croatia through educational activities, theatrical performances, and other engaging initiatives.
Introduction
The “Get a Fruit” campaign was part of a European informational project aimed at encouraging the consumption of fresh fruit in Croatia, Germany, Poland, and the Czech Republic. Funded by the European Union, the campaign emphasized the safety and health benefits of European fruit and brought its value closer to the public through educational and creative activities.
The goal of the campaign was to raise awareness of the importance of regular fresh fruit consumption, particularly among children and their families, under the slogan: “It’s easy, it’s tasty, it’s European.” Activities included children’s theatre performances, fruit distribution at public events, in-store promotions across Zagreb, and targeted communication efforts to ensure strong media visibility.
Given that, according to Eurostat, Croatia ranks among the EU countries with the lowest fresh fruit consumption, special attention was given to educating children and their parents, considered a key target group for establishing healthy eating habits. Children, who rarely consume fruit, were at the center of the campaign, which aimed to present the importance of fresh fruit in a fun and educational way.
Through carefully implemented activities – including theatrical shows, fruit distribution at events, and in-store promotions – along with successful collaboration with local partners, the campaign significantly contributed to promoting healthier eating habits in Croatia.
Our approach
The implementation of the “Get a Fruit” campaign in Croatia required careful planning and flawless organization to ensure high-quality execution across all locations. As the agency responsible for the campaign, we focused on detailed coordination of all activities, including logistics, distribution, and communications, ensuring that every aspect of the campaign was executed successfully.
The campaign was carried out over three consecutive years, with all components – from theatre performances to fruit distribution and media engagement – precisely aligned to achieve the goals and ensure a lasting impact on the target audiences.
To begin, we arranged for the transportation and storage of fruit under controlled conditions, including renting refrigerated trucks. We also organized the sorting, packaging, and distribution of fruit across multiple agreed-upon locations. At the same time, we coordinated the participation of young actors from the Academy of Dramatic Art and the setup of stage props for performances held at key sites in Zagreb.
As part of the campaign, children’s theatre performances were held at seven locations across Zagreb, while fresh fruit was also distributed in over ten grocery stores, in addition to the shows. Special emphasis was placed on media communication – we prepared and distributed announcements, press releases, interviews, and media invitations, ensuring the campaign received strong media coverage and that the public was timely informed about all events.
Throughout the campaign, we visited each location daily, documented the activities, and gathered feedback from participants. This allowed us to continuously adapt the campaign to real-world needs, ensuring that all activities were delivered to the highest standard.
Our approach was focused on detailed coordination and adaptation of each campaign phase to the specific conditions of the local market, ensuring successful execution and a lasting impact in raising awareness about the importance of fresh fruit consumption in Croatia.
Results
Over three consecutive years of implementation, more than two tons of fresh fruit were distributed each year within a ten-day period, giving a significant number of citizens – including children and their families – not only the chance to enjoy fresh fruit but also to become more aware of the importance of daily fruit consumption.
The annual theatrical performances held at seven locations in Zagreb drew over 5,000 visitors each year. Feedback was extremely positive, and the campaign’s real strength lay in its consistent attendance – many participants returned year after year, recognizing the quality and importance of the campaign’s message.
One of the key successes of the campaign was its media visibility. Thanks to timely communication efforts and strategic dissemination of information, IMC agency secured strong public and media attention, further extending the campaign’s reach and reinforcing its central message about the importance of consuming fresh fruit.
