CASE STUDY: Fruit Bowl - Get Stuck In
Provided by Digital Cinema Media
Fruit Bowl engaged both kids and parents at a time when they are relaxed through sponsorship of Kids Vue AM.
What was the Challenge / Background of the Campaign?
Fruit Bowl decided to make its first significant foray into above the line advertising in 2014.
The company had the challenging task of engaging both kids and parents. The objective was to be fun and appealing to kids, yet healthy and responsible to parents - those 'supposedly' making the purchasing decision.
What was the Campaign Objective?
Keen to build brand awareness and promote itself as a healthy and fun option for parents who are conscious about their child's diet
What was the Solution?
Cinema allowed Fruit Bowl to reach its core family audience at the perfect time: when people are together, relaxed and having fun. Cinema, and Vue's Kids AM events in particular, provided the perfect platform for the brand. Cinema offered a number of opportunities to reach both parents and kids; the activity utilised on-screen sponsorship plus a heavy digital presence alongside foyer exposure and visibility in Vue magazine. On top of all this, every Kids AM ticket came with a free bag of Fruit Bowl, driving trial of the and healthy treat and encouraging future purchases.
What were the Results?
Cinema cut-through meant Fruit Bowl was #1 for spontaneous brand and advertising awareness in category, with ad awareness 225% higher than their nearest competitor
Increasing favourability: 77% of ad recognisers had a favourable impression of Fruit Bowl.
Growing brand advocacy: 65% of ad recognisers would recommend Fruit Bowl to others.
Driving consideration: 37% of ad recognisers are likely to buy in the next month.
What were the Key Learnings of this Campaign?
- Engagement with the activity by both parents and kids led to strong results in terms of brand and ad awareness alongside brand perception and future purchase intention.
- Association with Kids AM at Vue was the ideal solution for Fruit Bowl to target parents and kids. The suitability of the partnership led to high levels of recommendation and product endorsement. .