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Betty Crocker Fruit Snacks
Fruitsnackia

RAN IN: United States

CLIENT
General Mills

Kymm Pollack - Business Unit Director

AGENCY
Saatchi & Saatchi *Lead Agency

Claudine Cheever - Chief Strategy Officer
Con Williamson - CCO
Justin Ebert - Creative Director
Alex Lea - Creative Director
Mike Lewis - Sr. Integrated Planner
Nigel Rahimpour - Group Planning Director
Mark Sherwood - Head, Integrated Planning
Brent Smart - Managing Director
Emily Wilcox - Acct. Director


SUMMARY

2012 was a bad year for a snack high in sugar. The health craze was in full effect and kid favorites Gushers, Fruit By The Foot and Fruit Rollups were being left out of shopping baskets. To reinvigorate kid love for our products and make Moms think differently about us, we reframed ourselves from sugary snacks into toys, and created the world of Fruitsnackia. Fruitsnackia has been a major hit with kids and moms alike, resulting in an average monthly base turn sales increase of 14%!

CASE VIDEO


Hero Medium: TV

Medium Featured On Video: Interactive,Consumer Involvement,Sponsorship

Audience: Children (12 and under),Mothers

Objectives: Increase sales, volume

Type: Business-to-Consumer

Classification: National

Language: English