Your Local Fruit Shop - The Crunchy Bunch.
When it comes to the crunch, we deliver
This campaign doubled the set KPI of 6,000 competition entries.
More than 12,000 entries were received across just 80 stores.
What needed to be done?
We needed to build on the success of the previous campaign NDT developed for Your Local Fruit Shop (YLFS) which positioned them as the foodie hero. The challenge was to convince people to buy from Your Local Fruit Shop, not the supermarket. While most people agree in principle that they should support the little guy, who has better quality and more product knowledge, convenience usually wins out in the end.
How we did it
Easy, we created the Crunchy Bunch – YLFS’s movement for all things fresh and juicy. The leader of the bunch was Sam Thaiday in a giant carrot suit. With Sam out front, we created a bunch of collateral including a suite of videos we wrote, shot and edited in-house. Every piece was designed to drive viewers to the website to enter the competition. It also not-so-subtly exposed them to the fresh and crunchy benefits of shopping at Your Local Fruit Shop.