Fresh fruit and vegetables are in street mode
Thomas Marko & Associés designed and orchestrated a colorful event for content creators on behalf of Interfel - the interprofessional association for fresh fruit and vegetables. This activation, designed to mark the launch of the "Jamais Trop" Street campaign, combined food, urban culture and collective creativity.
On Tuesday, July1, in the streets of Paris's 14th arrondissement, fresh fruit and vegetables took over the urban space with an immersive display:
- Graffiti workshop and guided tour of Parisian street art with the Background Paris collective and artist Ykoner
- Live performance by street artist Bruno Graffer, creator of the campaign's visual signature
- Tasting of street food based on fresh fruit and vegetables, created by chef Pierre Lefebvre
It's a bold, offbeat way of showing fresh fruit and vegetables in a different light: where it's created, where it's vibrant. One thing is certain: never too good, never too cool, never too street!
A fresh summer tour
The event launches the "Jamais Trop" foodtruck tour, deployed throughout the summer at 17 festivals across France, with the aim of repositioning fresh fruit and vegetables at the heart of street-food.
While pizza, burgers and kebabs may dominate today's urban culinary scene, raw, healthy products have their place. Yet, in the collective imagination, fruit and vegetables are still too often left out of this food culture.
With this campaign, Interfel is defending a no-holds-barred vision of food: you don't have to be junk to be street. It's an invitation to rethink our habits with freshness, gourmandise... and style.