QPMA launches the 2017 “I love 5 to 10 servings a day” campaign

The Quebec Produce Marketing Association is pleased to announce the launch of its “I love 5 to 10 servings a day” campaign for 2017. For major impact, this year’s campaign, produced by Gendron Communication, returns to television, and will air from April 10 to May 14 on various Radio-Canada channels, and simultaneously online. Once again, the campaign is meant to remind us about the importance of eating more fruits and vegetables as part of a healthy lifestyle choice, and also about the amazing variety of ways that we, as consumers, can enjoy their benefits.

Back on TV…with a heartfelt message
For a second year, “Put your heart into it” will be the campaign signature, conveyed on four different visuals. In the coming weeks, audiences can see 15-second spots, as well as integrated banner commercials during shows on the Radio-Canada main channel, as well as on various specialty channels like RDI, Explora, and ARTV. Viewers will discover or rediscover the colourful hearts of the campaign by following the popular tune “Les p’tits coeurs” by Manuel Brault.

At the same time, the campaign will run online, appearing on various sites, including lapresse.ca, tou.tv, ricardo.ca, and telequebec.tv, and on social media through Facebook ads and videos. And by teaming up with Les Éditions Pratico-Pratique, the campaign will enjoy another window for extra visibility.

Healthy eating – yours to enjoy
The campaign has used a positive, encouraging approach to eating 5 to 10 servings of fruits and vegetables a day since 2004. “Nature’s jewels” are a source of pleasure because they add flavour and colour to meals, especially at those times of year when the growing season yields an incredible abundance of fresh fruits and veggies in local markets.

The campaign has also developed and circulated an assortment of simple, practical tips to help Quebecers get interested in eating more fruits and vegetables. Audiences can find these on the “I Love” website – oodles of information about fruits and vegetables, their special benefits, and what a “serving” means, plus food guides, adaptable information tools, and favourite recipes by produce industry professionals. The campaign also has a lively Facebook page that’s packed with tantalizing food facts and practical advice. Last but not least, the campaign is a colourful attraction at food fairs and trade shows, and is on the scene with several major partners, all designed to help Quebecers eat better.

About the QPMA
Founded in 1947, the Quebec Produce Marketing Association (QPMA) is a nonprofit organization that brings together members from every sector of the produce industry, working in close synergy with them and with its various industry partners. The QPMA works to create a favourable environment for the development of fruit and vegetable marketing in Quebec, plays a leadership role in promoting fruits and vegetables, and represents and defends the best interests of its members with government and industry. qpma.ca

Visuals and vidoes available on request.


Maude Ménard-Labrecque
Communications and Events Coordinator
514-355-4330, extension 226


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