Undeterred by all the noise surrounding the start of the English apple season, the annual Le Crunch campaign for French apples has kicked off in the Co-operative Group and Somerfield.

"The UK is our biggest export market and we are targeting parents and kids via in-school activities while driving sales in multiples with promotions and events," said Jacques Vanoye, president of the French Apples Marketing Commission.

Marketing agency Sopexa is hoping for a repeat of last year's campaign success, which spurred a 40% sales uplift and reached seven million people.