Sun-Rype was launching a new fruit bar snack. Its target was those people that don't get enough fruits and vegetables in their daily diet. The main objective of the campaign was to create awareness and trial. The banner was part of a multimedia campaign that included print and online quiz that tested consumers fruit and veggie knowledge. The 'tug-o-war' concept illustrates that the fruit and veggie bar has the equivalent nutritional value as the fruits and vegetables on the other team.