Chemistry wins Fru
Chemistry beats two agencies to Fru's UK experiential account
LONDON July 2010 – Frü, the fruity sister to chocolate dessert brand Gü, has appointed the integrated agency Chemistry Communications to handle its experiential account in the UK.
The agency has been briefed to create an initial sampling campaign to encourage women aged 25-44 to indulge in the fruity puds by improving awareness, increasing trial and educating consumers on who and what Frü is to encourage them to repeat purchase.
The appointment of Chemistry forms part of the wider Frü support plan for the successful relaunch of the desserts in May 2010 encompassing the new Frü personality, brand livery and NPD.
The experiential activity, which will take place at summer concerts and on the high street is based upon the brand's existing premise of ‘throwing caution to the wind’; encompassing 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, said: “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, said: “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.”
Chemistry won the business following a three-way pitch against undisclosed agencies.