Germany-based produce company SanLucar is launching a new citrus promotional campaign with British children's literary character Paddington Bear in a bid to get kids to eat more fruit on a daily basis. 

After an initial collaboration in 2014, the cooperation between SanLucar and the film producer Studiocanal goes into its second round with the imminent release of "Paddington 2".

The campaign will kick off in Germany and Austria on Nov. 23 and 24 respectively.

The furry lover of marmalade will decorate the packaging of SanLucar lemons, oranges and clementines.

The promotion includes also a raffle for a trip to London for two adults and two children. The lucky winners will stay two nights in the British capital, where the Peruvian bear was adopted. The action runs from Nov. 13, 2017 until Jan. 30, 2018.

SanLucar is once again relying on films for kids to underline the importance of fruits and vegetables in children's diets.

In recent years, the most charismatic protagonists have been ambassadors of SanLucar products’ taste, the company said. Amongst others, Shaun the Sheep, Heidi, Kung Fu Panda, Ice Age and now once more Paddington Bear. 

"It is not always easy to get our children to take every day the vitamins and nutrients they need for their development and growth," SanLucar CEO Stephan Rötzer says.

"Therefore, these figures are a good way to foster healthy eating habits that can last into adulthood."

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