Your Local Fruit Shop - The Crunchy Bunch.
When it comes to the crunch, we deliver
The components we delivered
- creative concept & content
- videography & edit
- print production
- media planning, buying and reporting
- event facilitation
What needed to be done?
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, because they offer better quality and more product knowledge, convenience usually wins out in the end.
How we did it
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 that we wrote, shot and edited in-house. Every piece was designed to drive viewers to the website to enter the competition. It also exposed them to the fresh and crunchy benefits of shopping at Your Local Fruit Shop.
This campaign doubled the set KPI of 6,000 competition entries. More than 12,000 entries were received across just 80 stores.