Fruitus health bar appoints agency ahead of relaunch

Principles Agency, the Leeds-based advertising, marketing and media agency, has been appointed to run snack food group Glisten’s media and creative campaign for the relaunch of its Fruitus range.

The win, which took place following a pitch, is part of an “aggressive” marketing strategy for the brand.

Glisten group marketing director Dave Coulson says: “The team has developed a creative but brand-centric campaign that focuses on the values and character of the Fruitus brand.”

He adds that the company sees Fruitus “as a core brand”.

Principle’s brief is to develop a strategy that will raise awareness of the brand among health-conscious snackers. The creative shows animals, including monkeys and bats, in their natural habitat, choosing Fruitus instead of their usual choice of fruit.

Principles Agency account director Helen North says: “Our main task was to create a campaign with impact within a highly saturated market. It is not enough these days to rely on a ‘simple, natural, organic’ message. Campaigns need to engage the audience and really highlight superior health and taste credentials.”

The “seriously fruity” campaign will start at the end of March, with press ads across Sunday supplements and monthly magazines. It will coincide with the relaunched fruit and oat bars.

Principles head of press Nick Ashworth says: “The media campaign is targeted at a particular market, so rather than spreading the campaign thinly over a number of titles, it will focus more on repeats in key publications. This will mean that brand recognition will be higher among health-oriented consumers.”

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here