Fyffes’ commitment to promoting health and fitness among young people has been recognized with a prestigious award. Their “Ireland’s Fittest School” initiative earned a Gold Star at the annual APMC (Association of Promotional Marketing Companies) Awards, held recently in Dublin. This accolade highlights the program’s impact and innovative approach to encouraging physical activity in schools across Ireland.
APMC Awards: Celebrating Marketing Excellence
The APMC Awards are a significant event in the Irish marketing industry, celebrating the best experiential, brand activation, and promotional marketing campaigns. For over three decades, these awards have recognized the contribution of the marketing sector in helping companies achieve their objectives through creative flair, innovation, and adaptability. The awards champion the very best projects and set the bar of excellence every year.
APMC Star Awards 2025
The 2025 APMC Star Awards are now in their 31st year and reward outstanding marketing within the experiential, brand activation, sponsorship, and promotional marketing industry in Ireland. The eligibility window for 2025 allowed work that was implemented in Ireland between January 1 and December 31 2024.
To be eligible for a Gold award, the entry must achieve an average score of 75% or more.
Other Winners at the 2025 APMC Star Awards
Allied Global Marketing (AGM) picked up the Grand Prix at the annual APMC Star Awards for its work with Heineken Ireland and its “Heineken – Player 0.0”. CMS Marketing picked up seven Gold Stars, including one the highly competitive Creative Gold category for its work with Paddy Power. InSight Marketing bagged thirteen Stars across a broad range of categories. Verve The Live Agency bagged six Stars across different categories for its work with Coca-Cola, Diageo/Smirnoff and Glenveagh Properties, which took the Gold for the newly introduced and very competitive Best Brand Roadshow Category. Mixtape Marketing also had good night, walking away with four Stars, including Gold for its UCD Student Job Summit while Pluto picked up five 5 Stars for its work with clients like Pieta and Breast Cancer Ireland.
Ireland’s Fittest School: A Winning Initiative
Fyffes’ “Ireland’s Fittest School” program, developed in collaboration with TITAN Experience, is designed to promote fitness among primary school children. A key component of the initiative involves a series of exercise routines demonstrated by prominent Irish Olympians.
The “Fit Squad” Programme
Fyffes has a history of promoting children’s health and fitness through initiatives like the “Fit Squad” program. This program involves 40-minute sessions in schools and clubs, demonstrating simple exercises and techniques to increase physical activity in a fun and interactive manner. The sessions also include advice on healthy eating. In 2019, the “Fit Squad” message was delivered to over 4,000 participants, and Fyffes committed to reaching a further 12,000 participants across Ireland.
Ireland’s Fittest School Competition
In 2022, Fyffes organized a six-month competition, “Ireland’s Fittest School,” involving over 500 primary schools. The competition aimed to build a culture of fitness within schools. Scoil Na Croise Naofa in Dunfanaghy was awarded the title of “Ireland’s Fittest School” and received €5,000 worth of sports equipment. Olympians Phil Healy and David Gillick visited the school to deliver a fitness workout and talks on nutrition and healthy eating.
TITAN Experience and Collaboration
TITAN Experience, a sports marketing and events agency, played a crucial role in developing and implementing the “Fit Squad” program. They collaborated with Irish health and fitness expert Tom Dalton to create engaging and effective fitness sessions for young people.
Impact and Recognition
The APMC Gold Star Award is not the first time Fyffes’ efforts in promoting health and fitness have been recognized. In 2019, Fyffes received an APMC Star Award for its “Fit Squad” initiative, acknowledging its contribution to combating childhood obesity. The “Fit Squad” program was also shortlisted for the IMC European Awards for Integrated Marketing Communications.
Fyffes’ Commitment to Health and Well-being
Fyffes’ ongoing commitment to health and well-being extends beyond these initiatives. The company actively promotes healthy eating and lifestyles through various campaigns and programs. Their focus on sustainability and community engagement further demonstrates their dedication to making a positive impact.
