Media Releases
IGA Fresh to partner with new consumer awareness campaign
Release Date: September 19, 2011
The Adelaide Produce Market has welcomed the decision for all twenty IGA Fresh stores to join their new consumer awareness program.
Armed with 2010 MasterChef finalist Callum Hann and a regiment of local greengrocers, fresh produce managers and store managers, the Adelaide Produce Market has recently launched its new Burst of Freshness campaign to encourage younger people to incorporate more fresh fruit and vegetables into their daily diet.
“We are delighted to join the Burst of Freshness campaign as all IGA Fresh store managers are passionate about promoting fresh produce. Having easy healthy recipes available in our stores will only further entice our customers to try and experience our premium fruit and vegetables,” IGA Merchandise and Marketing Manager Richard Hinson said.
“The highlight of the campaign are the television commercials which will air across all channels during well targeted programs and are designed to convince younger viewers that easting healthy doesn’t mean slaving away in the kitchen for long hours, as many might incorrectly think”, Adelaide Produce Market spokesperson Julian Carbone said.
Callum Hann and people from the fresh produce industry will be appearing in the commercials talking about in-season recipes that are quick, easy and healthy for you.
The recipes will change each fortnight to reflect changing season and to allow consumers to try something different. The recipes will include soups, curries, salads and desserts.
