Serviceplan Spain launched a campaign for The Association of Fruit and Vegetable Producers of Val Venosta (Vip) during the week of the Patron Saint of Santa Dorotea in Spain on "El Dí… read morea del Frutero" (the day of Fruit). The initiative took the form of a mini reality show, with singer and influencer Natalia Rodríguez and Greengrocer Felix Vázquez exchanging roles for a day. The campaign is designed to support Spanish small businesses and introduce local businesses to the digital world, whilst making the next generation aware of the importance of neighbourhood greengrocers. With The Exchange, the Vip pays tribute to fruit and vegetable producers in Val Venosta with an exchange of roles between Natalia Rodríguez – the famous Spanish singer who starred in Operación Triunfo 1 – andFelix Vázquez, a greengrocer who has been in charge of one of the most famous greengrocers in Madrid for 50 years. For the last seven years, El Paraíso de las Manzanas has been promoting experiential actions to celebrate Fruit Growers' Day and give visibility to one of the most traditional professions, supporting and thanking Spanish fruit growers for their work. This year it wanted to bring the initiative to the most trusted stores, to give visibility to local commerce and bring it closer to the new generations, because it is increasingly becoming one of the most affected sectors for various reasons. Manzanas Val Venosta planned a role exchange for a day between greengrocer Felix Vázquez and singer/ influencer Natalia.
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