Words & Photo: CLE Communications
Between the 22nd and 28th December 2013, Fruttare fruit ice brought consumers in the coastal towns of Cape Town, Plettenberg Bay and Port Elizabeth a memorable and interactive experience as a customised truck surprised both locals and tourists with pop-up performances by Freshly Ground, Jeremy Loops and Goodluck.
Justine Brett, Ola Brand Manager says, “Not only was our intention to bring consumers a burst of positive energy with the Fruttare Street Beats campaign, we also wanted them to be able to taste and smell the various flavours of fruit ice that Fruttare has to offer. As a brand we are very aware that the elements of taste and smell are essential and rather than blast the consumer with large-scale advertising we wanted provide a face-to-face experience that would assist in making an informed decision when purchasing the product.”
Merging the best qualities of summer – fruit, refreshment, music and dance – Mike Silver, Director of Stretch Experiential Marketing says, “We tapped into the young and vibrant spirit of the brand and felt that an impromptu roadshow would best exemplify the vivacity of Fruttare. When selecting artists for the campaign, not only did we opt for award winning and celebrated artists, but those who embody authenticity and high-spiritedness. With these factors in mind, Freshly Ground, Jeremy Loops and Goodluck were top of mind.”
Whilst the artists provided the crowds with stellar performances, brand ambassadors interacted with members of the audience educating them about the product and its natural goodness.
Click on the below YouTube links to have a look at the Cape Town and Port Elizabeth legs of the campaign:
http://www.youtube.com/watch?v=Uv_XKHpH_Bg
http://www.youtube.com/watch?v=FfAGsp948qw
