Changing Fruittella's Brand Perception

Fruittella came to us with a new product called ‘fruit letters’. Each wrapper was designed with letters that could be used in combination with other sweets to make words. But instead of going down the ultra-safe ‘family board game’ route, the client wanted us to give their square sweets a little extra edge.


The resulting spots saw a grandmother trying to get pregnant, and proudly showing the rest of the family how she’d been ‘Vajazzled’. And as well as winning over the public, they also won over the judges with numerous awards including Gold for best TV campaign.

TV Campaign

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