Fyffes launches summer pineapple campaign to brighten up BBQ season

Sweet, juicy pineapples take centre stage this summer

Fyffes is launching a vibrant new “Brighten Up Your BBQ” shopper campaign across 61 Globus stores in Germany from Monday, 8 June, putting pineapples at the heart of summer grilling season.

Running for four weeks, the in-store activation will feature eye-catching displays, social media support across Instagram and Facebook, and promotional activity through leaflets.

Shoppers will also be invited to take part in an online competition by scanning a QR code and answering a simple question for the chance to win one of 10 BBQ grills.

“Whether grilled, stacked or skewered, pineapple brings sweetness, freshness and vibrant flavour to any BBQ occasion,” says Elodie Bucciol, Global Shopper Marketing Manager at Fyffes. “We’re excited to showcase our juicy pineapples from Costa Rica, inspire shoppers with new ways to enjoy the taste of summer and create delicious moments to share and savour with friends and family all season long.”

Alongside the in-store roll-ups, shoppers will also be able to experiment with Fyffes pineapple recipes such as BBQ burger with pineapple, caramelized cinnamon grilled pineapple and pineapple grilled in a honey curry sauce.

Fyffes also plans to roll out summer pineapple shopper campaigns in the UK and Ireland throughout June and July.

Recent Fyffes consumer research shows that pineapples, once a dessert favourite, have grown in their appeal to become a daily delight.  With its own pineapple farm in Costa Rica and a network of trusted supply partners, Fyffes delivers high-quality pineapples to consumers all year round.

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About Fyffes Group Limited

For over 130 years, Fyffes has supplied high-quality tropical produce to consumers around the world. Headquartered in Geneva, Fyffes is one of the largest banana and pineapple importers in Europe and the world’s largest importer of Fairtrade-certified bananas. Fyffes is also a supplier in North America, partnering with customers to deliver quality fruit and category expertise.

Deep consumer insight and strong innovation capabilities underpin the company’s approach, enabling the development of differentiated products, packaging and merchandising solutions that drive growth. Sustainability and responsible sourcing are central to the business, with a transparent and resilient supply chain that supports farming communities and protects the environment.

Fyffes has been part of Sumitomo Corporation since 2017.