The Fyffes Brighten Up Your BBQ campaign is a new initiative being launched in Germany at Globus stores in Germany that puts a focus on the brand's pineapples as the perfect way to elevate summertime barbecue menus.
The campaign will debut June 8 and will run for four weeks in the lead-up to summer with displays, promotional leaflets and social media participation. The campaign will also encourage shoppers to scan a QR code to answer a simple question to be entered for the chance to win one of 10 barbecue grills. The campaign encourages consumers to consider adding pineapple slices onto the grill this summer as a way to incorporate sweet, bright flavor into a range of recipes.
Global Shopper Marketing Manager Elodie Bucciol commented on the Fyffes Brighten Up Your BBQ campaign saying, "Whether grilled, stacked or skewered, pineapple brings sweetness, freshness and vibrant flavour to any BBQ occasion. 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."
Fruit Brand Grilling Campaigns
Fyffes Brighten Up Your BBQ Campaign is Launching This Month
Trend Themes
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Grilled Fruit Menus — Sweet produce moving into savory barbecue occasions creates room for packaged recipe kits, cross-merchandised displays, and premium fruit positioning beyond traditional snacking.
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Seasonal Shopper Gamification — QR-based contests tied to limited-time store campaigns blend physical merchandising with digital engagement, giving produce brands richer consumer data and repeat visit potential.
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Experiential Produce Branding — In-store displays, social participation, and recipe inspiration transform commodity fruits into lifestyle-driven products associated with entertaining, summer rituals, and shared occasions.
Industry Implications
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Fresh Produce — Pineapple promotions centered on grilling highlight how fruit suppliers can differentiate origin, flavor, and usage occasions in a category often driven by price.
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Grocery Retail — Supermarkets gain new relevance from seasonal destination displays that connect fresh ingredients, outdoor cooking products, and digital prize mechanics in one shopping journey.
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Barbecue and Grilling — Outdoor cooking brands intersecting with fresh food campaigns open space for co-branded bundles, recipe-led accessories, and expanded consumer usage beyond meat-focused grilling.