Scholz & Friends Berlin GmbH (GERMANY)
|Fresh'N'Friends, "Fruit Figures"||29-00834-PIE|
Agency (city): Scholz & Friends Berlin
Creative Director(s): Martin Pross, Matthias Spaetgens, Wolf Schneider Mathias Rebmann, Florian Schwalme
Art Director(s): Alexander Doepel, Sandra Krebs, Bjoern Kernspeckt, René Gebhardt, Loic Sattler, Jinhi Kim
Photographer(s): Attila Hartwig
Account Manager: Benjamin Baader, Masa Matejic, Anna Kubitza, Sebastian Vetter, Miriam Spahrbier
Postproduction: Maren Boerner
Graphics: Peter Schoenherr, Simon Rossow
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 motives that suit children. And put them into the stores. Additionally, they were promoted with advertising – direct mailings, email newsletters and posters.
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.