Fyffes
Client
Fyffes
Industry
Fresh Produce
Year
Duration
3 Months
Project overview.
Since 2019, we have partnered with Fyffes to develop and deliver Fyffes Fit Squad and Fyffes Ireland’s Fittest School, creating a national, purpose-led wellbeing platform for primary schools. The programme was designed to integrate movement into everyday school life, supported by a clear strategic framework, distinctive brand positioning and a scalable delivery model.
Through inclusive programme design, a bespoke digital hub, engaging content, PR and live experiential moments, the initiative drove sustained participation across schools, families and local communities. The platform continues to play a key role in reinforcing Fyffes’ commitment to children’s health, supporting positive behaviour change and positioning the brand as a trusted advocate for long-term wellbeing.
Challenge.
Levels of childhood inactivity in Ireland continue to rise, driven by increased screen time and concerns around physical and mental wellbeing. Schools play a vital role in shaping healthy behaviours, but teachers face time pressures and limited resources, making it challenging to deliver consistent physical activity beyond the core curriculum.
For Fyffes, the challenge was to create a programme capable of delivering meaningful, long-term impact beyond a short-term schools initiative. The platform needed to be accessible and inclusive across schools of all sizes, locations and backgrounds. Movement had to be embedded into daily routines rather than driven by one off moments of engagement.
In a landscape crowded with health messaging, Fyffes Fit Squad and Fyffes Ireland's Fittest School needed to establish credibility with teachers, parents and children while remaining motivating and age appropriate. The challenge was to balance purpose with participation, delivering measurable wellbeing outcomes within a framework schools would actively choose year after year.
To succeed, the initiative required a scalable national framework supported by robust digital infrastructure and end to end delivery. The ambition focused on sustained behaviour change and positioning Fyffes as a genuine, long-term advocate for children's wellbeing.
Solution.
Fyffes Fit Squad was developed as a nationwide platform designed to encourage movement, participation and healthy habits among primary school children. Rather than relying on traditional advertising, the programme integrated directly into school communities, delivering a fun, inclusive and accessible approach to physical activity that aligned with everyday school life. Due to Covid-19 restrictions, the programme evolved and Fyffes Ireland’s Fittest School was born.
The initiative was supported by a layered communications strategy that extended its reach beyond the classroom. A bespoke digital platform, supported by content, PR and social storytelling, celebrated participation and community achievement while maintaining authenticity at its core. This approach ensured engagement across schools, families and wider audiences, creating a scalable and culturally relevant programme that strengthened long-term brand affiliation and reinforced Fyffes’ role in supporting healthier lifestyles for the next generation.
Result.
The programme delivered strong levels of engagement across schools, supported by teacher advocacy and parent-led sharing, extending its impact beyond the classroom. National digital and PR coverage celebrated participation and community pride, reinforcing Fyffes’ commitment to promoting healthy habits. The platform recorded over 150,000 website visits, 39,000 page views and more than 50,000 interactions, alongside €1.7 million in PR coverage reaching over 16 million readers across national and regional media.
Fyffes Ireland’s Fittest School further strengthened its educational credentials through a partnership with fitness expert Sharon Flanagan, Fitness for Kids, resulting in the development of an inclusive lesson plan. The resource has been downloaded over 1,000 times, supporting teachers in integrating health and fitness into everyday PE lessons. Complementary exercise videos, led by Fyffes Ambassador David Gillick, generated over 118,000 views and more than 917 hours of watch time.
Collectively, the initiative translated purpose into measurable outcomes, delivering sustained visibility, meaningful engagement and a long-term platform that continues to build relevance for Fyffes in Irish households.
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