2012 Results

CAT 29 - Promotions & Incentives (PIE)


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

Short explanation

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.
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.
Instead of trying to convince kids with arguments (a fight parents fight 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.
During the first month, Fresh`N´Friends has 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 submitted. The rabbit figure of five-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.


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.