Type of entry: Environmental Design
Category: Point of Sale
Product/Service: FRUIT FIGURES
Agency: SCHOLZ & FRIENDS BERLIN, GERMANY
Entrant SCHOLZ & FRIENDS BERLIN, GERMANY
Title: FRUIT FIGURES
DM/Advertising Agency: SCHOLZ & FRIENDS BERLIN, GERMANY
Executive Creative Director: Wolf Schneider (Scholz & Friends)
Creative Director: Mathias Rebmann (Scholz & Friends)
Creative Director: Florian Schwalme (Scholz & Friends)
Art Director: Alexander Doepel ()
Art Director: Sandra Krebs ()
Art Director: Bjoern Kernspeckt (Scholz & Friends)
Art Director: René Gebhardt (Scholz & Friends)
Art Director: Loic Sattler (Scholz & Friends)
Art Director: Jinhi Kim (Scholz & Friends)
Graphics: Peter Schoenherr (Scholz & Friends)
Graphics: Simon Rossow (Scholz & Friends)
Photographer: Attila Hartwig ()
Photographer: Cosima Walther ()
Account Manager: Benjamin Baader (Scholz & Friends)
Account Manager: Masa Matejic (Scholz & Friends)
Account Manager: Anna Kubitza (Scholz & Friends)
Account Manager: Miriam Spahrbier (Scholz & Friends)
Account Manager: Sebastian Vetter (Scholz & Friends)
Chief Creative Officer: Martin Pross (Scholz & Friends)
Executive Creative Director: Matthias Spaetgens (Scholz & Friends)
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. And worst of all: kids won´t listen to logical arguments. Therefore, our task was to convince the kids without lecturing them.
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.
Describe the brief from the client
Our task was to increase the sales of fruits to kids and parents.
Describe the creative solution to the brief/objective.
To make fruits as appealing as sweets for kids, we designed fruit arrangements that suit children. Boring fruits were designed in shape of teddy bears, kittens, flowers - all the things kids love. Just like ordinary fruit salads, the fruit figures were sealed, put in a tray and sold in Fresh'N'Friends stores.
In addition, to open the design process up to those who should really be involved, we let the kids design their own fruit figures. Over 3,500 designs from children were submitted. The rabbit figure of 5 year-old Dario got the most votes, and was added to the product range.
Describe the results in as much detail as possible.
During the first month, Fresh'N'Friends already sold twice as much fruits as before. Even the contest was a big success. Over 3,500 ideas from children all over Germany were sent in. The rabbit figure of 5 year-old Dario Lefevre, from Berlin, got the most votes and was added to the fruit product range. Press reactions pushed the awareness level of the fruit figures additionally. In addition, Fresh'N'Friends got almost 100 thank-you letters from parents. However, most importantly, kids eat healthier now because they love it.
The Design & Branding titled FRUIT FIGURES was done by Scholz & Friends, Berlin advertising agency for product: FRUIT FIGURES (brand: Fresh'N'Friends) in Germany. It was released in the May 2012.