Your Local Fruit Shop.
This campaign was the pick of the bunch
The campaign was voted as the most effective YLFS campaign EVER by 77% of retailers.
The components we delivered
- creative concept & content
- digital execution
- media planning, buying and reporting
- activation concept & execution
What needed to be done?
Your Local Fruit Shop (YLFS) is a collective of fruit shops working together to promote independent fruit shops across South East Queensland in an effort to get shoppers to choose quality and knowledge over pure convenience. The ease of getting fresh produce from the supermarket in your weekly shop often wins out.
Our job was to help them make consumers not just know that they should shop local, but to actually do it and increase interest in other fruit shops becoming members the program as well.
What we did
The ‘Your Local Foodie’ campaign harnessed the passion of foodies everywhere by using the real fruit shop owners and showing that you get the best produce and insider knowledge when you shop local. NDT orchestrated the entire campaign including bus shelter Fruit Shop takeovers featuring celebrity spokesperson, Sam Thaiday. It was a big job (we had to tailor each ad to the 75 fruit shops that are a part of the network), but one that was worth it. The campaign received a great reaction from both the client and local foodies everywhere.
The campaign was voted as the most effective YLFS campaign EVER by 77% of retailers in the 2018 YLFS survey. And not only did the takeover bring YLFS directly to people and promote the benefits of shopping local, but commuters got to hang out with their ambassador Sam Thaiday who was there giving out free fruit on the day. And it didn’t hurt that a few of us got to meet him as well.