Fresh'n'Friends More campaigns

Task

All adults know: healthy eating is important. The organic supermarket chain Fresh`N´Friends benefits from that situation. There is just one small problem: kids hate healthy food but they love sweets. Actually, that´s even a big problem. In Germany every fifth child is overweight.

Instead of calling attention to that problem with a traditional ad campaign we chose to solve the problem. The solution was a new product: fruit figures. To make fruits as appealing as sweets we transformed boring fruits into funny motives that suit children. Just like an ordinary fruit salad they were sealed, put in a tray and sold in Fresh´N´Friends stores. And to involve the kids, a contest was started. Kids designed their own fruit figures. The most popular one was added to the product range. 

Idea

First we developed a new product: fruit figures. Boring fruits were arranged in shape of teddy bears, kittens, flowers, ... – all the things kids love. The fruit figures were put into the Fresh`N´Friends stores.

Additionally, they were promoted with advertising specifically targeted at parents and their kids – direct mailings, email newsletters and posters.

In order to involve the kids directly in the campaign a contest was started. We placed cut-out sheets in every package. So the kids could make their own fruit figures by hand. They also could design them digitally on the Fresh`N´Friends website. All ideas were published and judged online. The figure with the most votes was added to the product range.