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.”