A global campaign for Fruit Shoot, designed to champion children’s passions and sense of self. Heavily routed in research and working solely with real kids this global campaign consisted of a 40’ TV spot, social cut downs, influencer reach out and consumer generated content.
THE CHALLENGE
In a sector that’s in decline, create a global 360 campaign that changes negative perceptions in the UK, launches a new product in the US and makes Fruit Shoot parents’ first choice.
THE SOLUTION
It’s My Thing is a celebration of real-life kids doing their thing, whatever it maybe, whether they’re absolutely bossing it or just loving it.
Fruit Shoot has long been all about adventure – kids getting out into the woods. Which is great, but what if you don’t live near any woods or you don’t even like the woods?
The idea grew from a true insight that every parent wants their kids to grow up confident in themselves and not be afraid to express their individuality. And with so many pressures from society, it’s getting harder and harder for kids to do so and do what they really love.
Through research and meeting all kinds of awesome kids, we saw how finding a thing can have a huge positive impact on self confidence and growing up as a happy individual. It’s My Thing empowers exactly that – kids to find their thing and parents to celebrate it. Staying true to this, each and every kid in the campaign is actually doing the thing they’re most passionate about – there are no actors.
We kicked off with TV, 36 pieces of content, blogger partnerships and a global suite of digital and retail executions. The Facebook page is a forum for parents to share and hear advice from experts and our ambassadors, helping all kids find their thing. And, a social competition is taking their things to the next level, with already thousands of parents sharing their children's photos, stories and ambitions,
What's more an awesome AR app will soon be launching to keep everyone busy in leisure.