Fruit-tella: Number 1 Success with Children
Strategy was to talk directly to children in their language. Mothers were the secondary audience. Test area in Yorkshire achieved substantial share increase (10% to 25%) compared with national sales. Achieved high ad and brand awareness. Mothers buying the product as well as kids. 6 week national burst followed later. The ad was voted No. 1 in the Research Business top ten most popular ads for children. Jingle was important.