Eat Natural, the fruit and nut bar, is inviting consumers to design its first advertising campaign as part of its drive to raise awareness and boost sales of the brand.
The campaign will break in two bursts over the next six months. The first phase, later this month, will be a full-page print ad with a blank space encouraging readers to submit ideas for an ad. It will run across food, lifestyle and woman’s magazines as well as Sunday supplements.
It will be supported by an on-pack promotion and Eat Natural’s websites, where entries can be uploaded directly. Consumers will also be able to submit ideas at sampling stands this summer.
In September, the company will launch a second print campaign featuring the winning ideas, which will run in the same titles.
The campaign has been created by Eat Natural’s in-house team with design agency, Inc, and Surrey-based advertising agency, Quick Thinking. The media planning and buying is by Manchester-based MediaVest.
It will target women in their late twenties and early thirties, both with and without children, who spend a bit more on food and seek natural products.
Eat Natural co-founder Praveen Vijh says: “We’re not really an ‘advertising’ kind of company, so we thought we’d let our consumers say it for us.”
In the past, the company has focused its marketing spend on below-the-line work and tactical and sampling campaigns. Last year, it announced it was starting to advertise in a bid to attract new consumers (MW March 16, 2007).