Fresh'N'Friends Case study Fruit Figures by Scholz & Friends Berlin

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Fruit Figures

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Industry Retail, Distribution & Rental companies
Media Case study
Market Germany
Agency Scholz & Friends Berlin
Executive Creative Director Matthias Spaetgens, Wolf Schneider
Creative Director Mathias Rebmann, Florian Schwalme
Art Director René Gebhardt, Alexander Doepel, Jinhi Kim, Sandra Krebs, Loic Sattler, Bjoern Kernspeckt
Photographer Cosima Walther, Attila Hartwig
Released March 2012

Awards

London International Awards 2012
Non-Traditional Retail Bronze Winner

Credits & Description

Category: Best New Product Launch/Re-Launch or Multi-Product Promotion at Retail
Advertiser: FRESH'N'FRIENDS
Product/Service: FRUIT FIGURES
Agency: SCHOLZ & FRIENDS BERLIN
Chief Creative Officer: Martin Pross (Scholz & Friends)
Executive Creative Director: Matthias Spaetgens (Scholz & Friends)
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)
Media placement: Product Design For Fresh'n'Friends Fruits - Fresh'n'Friends Shops In Berlin - 10. January 2012
Media placement: Posters - Fresh'n'Friends Shops In Berlin - 10. January 2012
Media placement: Flyer - Mailboxes - 10. January 2012
Media placement: Microsite/Configurator - Http://www.avocada.de/2012/de/obstfiguren/ - 10. January 2012
Media placement: Paper Models For Kids - Fresh'n'Friends Shops In Berlin - 10. January 2012

Describe the objective of the promotion.
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. And worst of all: kids won´t listen to logical arguments. Therefore, our task was to convince the kids without lecturing them.

Describe how the promotion developed from concept to implementation.
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 motifs that suit children. And put them into the stores. Additionally, they were promoted with advertising – direct mailings, email newsletters and posters.
To involve the kids, a contest was started. Kids designed their own fruit figures. All ideas were published and judged online. The figure with the most votes was added to the product range.

Explain why the method of promotion was most relevant to the product or service.
Instead of trying to convince kids with arguments (a fight parents have unsuccesfully almost daily) we simply give them what they want: fruits arranged in shape of teddy bears, kittens or flowers – all the things kids love. So kids eat healthier, because they love it. And parents love it too because they don´t have to convince their kids anymore to eat healthier.

Describe the success of the promotion with both client and consumer including some quantifiable results.
During the first month, Fresh'N'Friends has already sold twice as much fruit as before. Even the contest was a big success. Over 3,500 ideas from children all over Germany were submitted. The rabbit figure of 5-year-old Dario Lefevre from Berlin got the most votes and was therefore added to the fruit product range. Press reactions pushed the awareness level of the fruit figures additionally. And Fresh'N'Friends got almost 100 thank-you letters from parents. But most importantly, kids eat healthier now. Because they love it.