Cannes Lions

CLAW

SAATCHI & SAATCHI, New York / GENERAL MILLS / 2015

Presentation Image
Online Video
Case Film

Overview

Entries

Credits

Overview

Execution

In this film, which is part of the ongoing Fruitsnackia campaign, our Gusher character, Larry, continues his failed attempts at courtship by taking the beautiful Fruit by the Foot character Gigi to the state fair. He tries to impress her, but the wacky world of Fruitsnackia has other plans for them. As always every frame of the story is made with Fruit Snacks product. The film added yet another piece to the story of Fruitsnackia. The larger world and all the stories within it are available at fruitsnackia.com where kids can engage with the rest of the world.

Outcome

Kids everywhere love Fruitsnackia. They not only loved the films but also started interacting with the world online. The fully animated campaign increased purchase intent by 11%. And for the first time in 5 years, the category grew. The campaign also earned a disproportionate amount of earned media vs. media dollars spent with highlights such as The Today Show and Jimmy Fallon.

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