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. And worst of all: kids won´t listen to logical arguments. Therefore, our task was to convince the kids without lecturing them. 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 for kids we designed fruit arrangements that suit children. Boring fruits were designed in shape of teddy bears, kittens, flowers – all the things kids love. Just like ordinary fruit salads the fruit figures were sealed, put in a tray and sold in Fresh´N´Friends stores. And to open the design process for those who should really be involved, we let the kids design their own fruit figures. Over 3,500 designs from children were submitted. The rabbit figure of five-year-old Dario got the most votes and was therefore added to the product range.
Advertising Agency: Scholz & Friends, Berlin, Germany
Creative Directors: Martin Pross, Matthias Spaetgens, Wolf Schneider Mathias Rebmann, Florian Schwalme
Art Directors: Alexander Doepel, Sandra Krebs, Bjoern Kernspeckt, René Gebhardt, Loic Sattler, Jinhi Kim
Photographer: Attila Hartwig
Account Managers: Benjamin Baader, Masa Matejic, Anna Kubitza, Sebastian Vetter, Miriam Spahrbier
Postproduction: Maren Boerner
Graphics: Peter Schoenherr, Simon Rossow