Fresh fruit brand Fyffes picks Impero for global brief


Independent creative agency, Impero, has been appointed by global fresh produce company, Fyffes International SA, as its strategic and creative agency.

The appointment follows a competitive pitch process against three other agencies. There was no incumbent on the account.

Fyffes brief

Impero has been tasked with leading the strategic and creative development for Fyffes International SA, creating a consumer facing brand, with the aim of addressing the needs of consumers, thus creating a fresh approach to how the category is talked about.

The agency’s remit will cover Western Europe and North America.

The move to hire a creative agency signifies Fyffes’ plan to grow its consumer brand profile across its key global markets.

Adriano Di Dia, Chief Marketing Officer at Fyffes International SA, said: “We were looking for a strategic partner that understands the challenges in disrupting a commodity industry, a situation which we are facing in the category as a whole.

“We chose to work with Impero as they know how to leverage insights and translate them into a compelling proposition, succinctly demonstrated in their strategic thinking and creative ambition.

“We were impressed with their hunger to create outstanding work and their proven track record in having worked successfully with brands with similar challenges.”

Michael Scantlebury, Founder & ECD at Impero, said: “We are delighted to have been appointed to work with Fyffes International SA.

“At Impero we pride ourselves in elevating brands by giving them a new point of view that resonates with consumers and drives engagement. Something we very much share with the Fyffes team.”