Kellogg's goal was to drive awareness of its newest cereal, Fruit Harvest, and convey the 'fresh taste of real fruit' found within the product.

Our goal was to discover a new and different way to execute point of purchase advertising that would call attention to the attributes of Fruit Harvest in an unexpected format.

While the grocery store has become more and more populated with advertisements, this groundbreaking contact occupied the most clutter-free section of the store. The produce section induces more frequent purchases due to shelf life, and provides a new location for advertising cereal outside the typical cereal aisle. Importantly, the produce bags serve to stimulate immediate purchase, as consumers can easily move along to the cereal aisle to investigate Fruit Harvest.