Pascall Fruit Bursts are intense fruit flavoured sweets.The client asked us to create an innovative promotion that would increase awareness and engage new and existing customers by restoring fun to the brand.Our strategy was to bring the product truth of ‘an intense fruit burst’ to life through a highly engaging piece of creative that our youthful consumers could actually interact with.

We literally demonstrated what a Fruit Burst tasted like by slowly inflating a giant strawberry filled with Fruit Bursts, on a billboard next to a giant pin. Over the month of October we inflated it until it burst.Then we turned it into a nationwide promotion.

Radio ads, street posters and nationwide sampling directed consumers to whenwillthefruitburst.co.nz. The website had a live video feed to the billboard and gave people the opportunity to guess when it would burst to win $5000.On 31/10/08 the fruit finally burst. Hundreds of people turned up to the event and were showered in over ten thousand Fruit Bursts.

Just one billboard managed, through media coverage, to reach millions worldwide.

Website hits exceeded the client’s expectations by over 300%, with 81000 webpage views, over 11000 unique visitors and thousands of competition entries.Brand awareness reached 93% and through brand tracking, purchase intent tripled over the course of the campaign, making the campaign one of Pascall’s most successful promotions ever.

With a product called Fruit Burst it couldn’t have been more relevant.

We made a fun, engaging piece of communication that integrated the brand promise and created customer anticipation and involvement.