In the Netherlands, Belgium and some areas of Germany, “Een handje zomer” is being launched, a new promotional campaign dedicated to berries that aims to boost consumption among young adults. The initiative is based on a combination of social media, influencers and in-store visibility, with the goal of making the “summer feeling” associated with berries recognizable and desirable for a young and dynamic audience.
According to the promoters, the ambition is not only to increase awareness of the category during the warmer months, but also to extend its perceived seasonality. Based on the initial benchmark conducted by Markteffect, the campaign aims to ensure that consumers can “buy summer” with berries from early spring through late autumn, and even in winter.
A concept combining convenience and enjoyment
At the heart of the campaign is a fresh and immediate concept: berries are presented not only as healthy foods, but also as a solution perfectly aligned with the pace of everyday life for younger consumers. Quick snacks, simple yet appealing breakfasts, easy-to-recreate consumption moments and inspirational content are the elements on which the message of “Een handje zomer” is built.
The idea is to show how healthy eating can be easy, enjoyable and accessible. For this reason, the campaign offers recipes, tips, nutritional facts and content linked to so-called “summer moments”, aiming to turn berries into an everyday gesture associated with wellbeing, lightness and gratification.
TikTok, META and in-store materials to increase visibility
The communication strategy is built on a multichannel approach. On the digital front, the campaign uses TikTok and META with sponsored content and advertising aimed specifically at young adults. Alongside this, several content creators are involved in sharing their own “Een handje zomer” moments, helping make the message more aligned with the language and lifestyles of the target audience.
The project’s presence also extends to both physical and digital retail. Posters, flags and other promotional materials will make the campaign recognizable at the point of sale, while online shopping environments will also feature dedicated visibility activities, with the goal of helping berries land directly in consumers’ digital shopping carts.
A sector-wide collaboration to support European fruit consumption
“Een handje zomer” is an initiative promoted by six major Dutch organizations: GroentenFruit Huis, Glastuinbouw Nederland, NFO, ZLTO, Stichting Berry Promotions and Simply the Bes. Together, these organizations represent more than 80% of Dutch berry production.
With the support of the European Union, the promoters aim to enhance sustainably grown European fruit and help reduce dependence on imports from outside the EU. Among the themes highlighted are sustainable production, short supply chains and attention to fair working conditions, in line with the Enjoy, it’s from Europe programme.
A growing market, but young adults still consume too little
The European berry market continues to show positive signs, with blueberries confirming their position among the most dynamic categories. However, the promoters point out that consumption among young adults still remains below its potential. In the Netherlands, average berry consumption stands at around 4.5 kg per capita per year.
There is therefore room for growth, especially in light of the gap between average daily fruit consumption among adults, which is around 130 grams, and the recommended intake of 200 grams per day. In this context, berries are presented as a particularly suitable option to help close this gap, thanks to their convenience and the positive perception that surrounds them.
“We want to show that healthy snacking does not have to be boring or complicated,” said Wilco van den Berg, Data & Digitalisation Manager at GroentenFruit Huis. “Berries are a delicious alternative to less healthy snacks and fit perfectly into the busy lives of young people.”
Objective: making berries a symbol of summer all year round
Developed by Food Cabinet and funded by the sector with the support of the European Union, the campaign therefore aims to build a stronger and more lasting relationship between berries and younger consumers. It is not just a seasonal promotional effort, but a real positioning strategy designed to turn berries into a product capable of evoking taste, health and enjoyment throughout the year.
For the Dutch berry sector, this is also a strategic move: consolidating domestic and European consumption, supporting the growth of the category and strengthening the perceived value of a segment that continues to invest in innovation, sustainability and communication.
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