Britvic's Fruit Shoot is the number 1 children's brand in the U.K., but had minimal awareness and market share in the U.S. Zocalo Group and m/six were tasked with introducing the brand to a new audience within an established and competitive marketplace and one that was beginning to have a negative perception of the fruit juice category in general. The brand needed to increase both overall product awareness as well as positive sentiment to help gain a dedicated fan base in the U.S. Lastly, it was imperative to align with Britvic's evolving retailer relationships.
The campaign objectives were to increase awareness, build trust and drive trial. This would help us support our current retail partners as well as provide a case study to gain additional distribution with new partners as the brand continued to grow. To drive consideration, we also aimed to steal share of voice from our competitors, to make sure moms were choosing Fruit Shoot in the grocery aisle.
The big idea for our Fruit Shoot campaign was to embrace the brand's challenger mentality and disrupt the marketplace with a bold statement. From brand research, we knew that both parents and their children craved more adventure. We partnered that insight with one of the brand's competitive advantages and key differentiator from competitors – its re-sealable sports cap. Unlike flimsy drink pouches, Fruit Shoot's re-sealable cap is designed for adventures and we challenged moms to say YES to adventure, anytime, anywhere.
We developed a series of social and digital campaigns during peak fruit juice drink season that tapped into these insights. These were all supported with precision marketing in our distribution sweet spots.
Our precision marketing approach had four elements:
- Right audience. We identified our audience of "Movable Moms" who are active on social media and more open to the category. We combined MRI, Kairos, Crimson-Hexagon and MediaIQ data to understand our Movable Moms and their kids' purchase habits and journey to cart. Using this data, we tested our key creative messages.
- Right message. Campaign creative needed to speak directly to moms, highlight our competitive advantage and tap into a more emotional space. Campaign creative invited moms to "uncap adventure" with her family and featured social videos, Facebook posts, digital banners and spot TV.Our content strategy evolved to show real life imagery partnered with a strong call to action to drive engagement.
We sought to remedy negative audience perception around the fruit juice category by finding partners who garnered our audience's trust, specifically mom influencers who could tell the Fruit Shoot story in an authentic way. We also partnered with 30 bloggers who were trusted moms in social to share their experiences with Fruit Shoot.
- Right time. It was imperative to mirror the ways moms consume content across platforms: Spot TV, digital, influencers and social video. Our campaign ran throughout the summer as moms and their kids were experiencing different adventures, helped families cross things off their summer bucket list and ended with a Back in School social activation.
- Right place. To ensure optimal allocation of spend, we aligned our spot tv and digital buy to markets with high target audience composition that overlapped with retail distribution.
POS activations drove trial and purchase via guerilla sampling, while digital/mobile leveraged IRI shopper data, search powered audiences and location targeting to reach high propensity buyers in the right moments.
We also teamed-up with Tough Mudder to launch "Fruit Shoot Mini-Mudder" – igniting kids' sense of adventure through challenging, fun obstacles in key local markets.
Brand building results:
Our integrated marketing campaign for Fruit Shoot reached over 14MM moms, almost doubled awareness in three test markets, and increased awareness by 3% points in the balance of the country. Passion intensity grew by +20% helping ensure that we are reaching an enthusiastic audience in a positive way.
Engagement with social and credible publisher content contributed to a 24x increase in site traffic vs. pre-campaign.
Influencer program results:
Influencers created 576 different pieces of social content that reached 3.7M+ people and resulted in 6.3K positive engagements from fans, all while maintaining a positive overall sentiment exceeding 80%.
Fruit Shoot's share position increased to reach #2 in C&G ahead of key competitors. The campaign also achieved a 5.49% sales lift in test markets.
Equally important, the success of the brand's marketing campaign resulted in securing distribution with some major large format, small format and food service accounts, including: Kroger, Walmart, H-E-B-, Food Lion and Pizza Hut, making sure that more moms could find Fruit Shoot at their local retailer or restaurant!
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