CASE STUDY: Fruit Bowl increase loyalty with new partnership
Provided by Toucan
Fruit Bowl, the kids' dried fruit brand, partnered with National Geographic Kids magazine for a new educational campaign
What was the Challenge / Background of the Campaign?
Fruit Bowl's number one position in the fruit snacks market was under increasing pressure from new entrants so needed an added value mechanic to maintain and increase loyalty and sales. We undertook some research with the target market to understand what motivated them. It was clear that there was a huge appetite for discovery and adventure within this group.There are few brands that have the depth and content to fulfill this, however we discovered the perfect brand fit in National Geographic Kids.
What was the Campaign Objective?
To maintain and increase loyalty and sales. To educate families about different animal species across the world.
What was the Solution?
National Geographic Kids Magazine had a unique position in the media landscape for our consumer. It also has an extensive library of collateral that we could use for on-pack, in-pack and other communication. Animal stickers were inserted in all packs and a collector poster available in the magazine or via a hotline telephone number. The magazine carried free samples and advertising plus the NG Kids website was taken over by Fruit Bowl for a month.
What were the Results?
Initial reaction from the trade and consumers alike is very encouraging.
What were the Key Learnings of this Campaign?
"National Geographic Kids undertake an array of educational initiatives with families with the aim of broadening families' knowledge on nature, geography and adventure. At Fruit Bowl we aim to help parents to naturally fuel their kids' daily fun, and our products allow consumers to discover and enjoy new flavours, tastes and fruit based food which are completely made from real fruit. The ethos of National Geographic Kids is a perfect synergy with Fruit Bowl and we both share the vision for education, exploration and adventure." Nick Munby, Marketing Manager for Fruit Bowl