Magazine article Marketing

2002 Ipa Effectiveness Awards: Silver Award - Kellogg's Real Fruit Winders

Magazine article Marketing

2002 Ipa Effectiveness Awards: Silver Award - Kellogg's Real Fruit Winders

Article excerpt

Kellogg's Real Fruit Winders are fruit snacks made with more than 60% real fruit. The fruit snack sector is worth dollars 400m in the US, but prior to the Fruit Winders launch it was new to the UK.

This was Kellogg's first venture outside the breakfast market and the challenge was to launch a product in the notoriously fickle kids sector.

The launch team decided to communicate to kids, with Fruit Winders positioned as the cool snack every ten-year-old would want. The high fruit content would reassure mums.

The key insight was kids' desire for control and the power of interactivity to satisfy that need. Research showed Winders had play value: they could be eaten in one or have strips torn off. The snack was positioned as an edible toy. The agency created the Chewchat gang, mutant fruit with their own language of 22 symbols that kids could use too. Collectable stampers allowed them to stamp messages on Winders.

PR kicked off the pre-launch campaign, spreading the language among opinion-formers. Stickers were distributed at concerts, in magazines and cinemas, special clothing was created for celebrities and a web site was set up. …

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