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Sun-Rype Fruit To Go

Sun-Rype's Fruit to Go was clearly a no-brainer for moms. The trouble was kids weren't asking for it. As a result, sales started to show declines in 2002, losing two share points on a national basis.

Research showed kids recognize that snacks play an important role in bridging meals and understand that their bodies need "real food."

This was the opportunity - the specific need that only a "real food" snack like Fruit to Go could fill. A colourful new package design used activity-based icons and highlighted the more dramatic taste experience with bold fruit images while a "100% fruit" call-out reassured moms.

DDB engaged kids with a campaign that reflected their world. Each execution in the campaign shows a kid at the centre of a different everyday activity. Every execution is anchored with a product shot and a simple invitation to "Go Play."

The agency also developed specific "mom executions" of the print campaign. A 30-second spot brought the campaign to life even further, as did sampling, grocery cart ads and P-O-S materials.

Sales increased by 19% nationally over the course of the 44-week post-campaign period versus the 15% target. As expected, the greatest increases were in the underdeveloped Eastern Canada market (+27% vs. +19% target) while the more mature Western Canada market met its +11% sales growth target. This growth was achieved in a $112 million category that grew by only 1% in 2003.

Fruit to Go's share of the fruit snack category increased by 3.4 points, achieving a market-leading 21.8% share nationally.

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