Fruit Bowl - Get Stuck In

Advertiser Fruit Bowl
Sector Food
Buying route Sponsorship
Audience Main Shoppers with Children
Creative Agency The Independence Orchestra
Duration 2014 - six months

Background

Keen to build brand awareness and promote itself as a healthy and fun option for parents who are conscious about their child’s diet, Fruit Bowl decided to make its first significant foray into above the line advertising in 2014.

The company had the challenging task of engaging both kids and parents. The objective was to be fun and appealing to kids, yet healthy and responsible to parents - those ‘supposedly’ making the purchasing decision.

Idea

Cinema allowed Fruit Bowl to reach its core family audience at the perfect time: when people are together, relaxed and having fun. Cinema, and Vue’s Kids AM events in particular, provided the perfect platform for the brand.

The medium offered a number of opportunities to reach both parents and kids; the activity utilised on-screen sponsorship plus a heavy digital presence alongside foyer exposure and visibility in Vue magazine. On top of all this, every Kids AM ticket came with a free bag of Fruit Bowl, driving trial of the delicious and healthy treat and encouraging future purchases.

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