FruitaBü: "Get Smoooshed" National In-Store Events
Client: Kellogg's | Agency: PromoWorks | Role: Creative Director | Awards: Gold Award Winner – P-O-P Times' Design of the Times; Top 10 Campaign – PROMO 100
Challenge
The Stretch Island Fruit Company (Kellogg's) wanted to relaunch this existing brand through a national in-store sampling demo designed to capture the attention of children and parents alike. Our objectives were to create excitement in-store through an innovative, interactive product sampling demo. Generate trial and measure incremental volume attributable to the in-store sampling demo. Enhance consumer awareness and communicate healthy benefits of pure organic fruit snacks. Make the in-store experience pure fun!
Strategy / Solution
FruitaBü is a 100% Organic Smoooshed Fruit flat. The centerpiece of this in-store event was the interactive Smoooshed Fruit Factory, a point-of-sale innovation that I designed and illustrated. Built with a movable “conveyor” that slides from left to right, shoppers were invited to place a piece of faux “fresh fruit” in the “chute” on the left and watch as the actual FruitaBü sample exited the factory on the right. The “Fruit Factory” was decorated entirely with lively brand-inspired graphics to engage consumers and grab kids’ attention, and FDA-approved lamination insured food safety. A children’s FruitaBü activity book created even more fun and was the consumer take-away designed to extend brand awareness.
Results
The “Get Smoooshed” in-store promotion successfully delivered on all the brand’s objectives. The unique Smoooshed Fruit Factory created excitement and clearly communicated the brand message that “pure fruit” is transformed into “pure fun.” Execution was between 98-99% in over 2,900 mass merchandise and grocery retailers nationally. More than 809,450 FruitaBü samples were distributed and an over 800% sales lift was achieved on demo day, making this event the brand’s most successful in-store promotion ever.