Frü appoints Chemistry for sweet promotion

Frü, the fruity sister to chocolate dessert brand Gü, has appointed Chemistry Communications to handle its UK experiential account in the UK.


The agency won the account following a three-way pitch against undisclosed agencies.

Chemistry has been briefed to create an initial sampling campaign to encourage women aged 25-44 to improve awareness, increase trial and educate consumers on who and what Frü is.

The experiential activity, which will take place at summer concerts and on the high street is based upon the premise of ’throwing caution to the wind’.

It aims to encompass the Frü personality of free-spirited, hedonistic luxury. It will support the brand’s website relaunch, social media and on-pack promotional activity that the brand is undertaking this year to the target audience.

The sampling activity will run across Frü’s new range of desserts, which comprises Wonderfully Exotic Mango & Passion Fruit Mini Pots; Devilishly Alluring Raspberry & Blackcurrant Mini Pots; Intensely Tangy Key Lime Pies and; Sensationally Citrusy Lemon Cheesecake.

Sam Bennett, marketing manager at Frü, says: “We want as many people as possible to taste Frü’s new portfolio of chilled desserts and giving consumers the chance to taste the new flavours and engage with Frü will be a great way for them to try a luxurious and equally naughty alternative to chocolate desserts.”

Ingrid Purcell, client services director at Chemistry, adds: “Experiential is a brilliant way to raise awareness of a product and given that Frü is such a fresh and summery range of puds, it will have great appeal to its core audience at the target events we’ve selected. Once they have sampled it through our targeted campaign we’re confident it will become as popular and well-known as its stable fellow Gü.”

This story first appeared on pitch

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