“I’M YUMMY, NOT A GUMMY”: A Sweet Win for BEAR Fruit Rolls
How do you convince kids (and their parents) to pick a healthy snack… from the candy shelf? That was the juicy challenge for BEAR, the all-natural fruit roll brand. Packed with real fruit and no added nonsense, BEAR fruit rolls are the perfect snack for kids aged 5 to 12. But in supermarkets, they were hidden between jelly snakes, gummy bears and sour worms. Not ideal.
So, we gave the healthy alternative a bold personality. Our campaign line?
In-store, in sight
To win in-store, we created cheerful point-of-sale materials that helped BEAR break free from the shadow of candy giants. Colourful stickers, banners and custom displays gave the brand a well-deserved boost in visibility — and in shopper curiosity. // floor stickers, shelf deviders, woblers
Here’s how we helped BEAR stand tall next to the gummy bear.
The not-so-gummy bear: think less spinach, more sass
To make BEAR pop off the shelf and the screen.
We turned the innocent fruit roll into a confident character with a simple message: I may be healthy, but I’m also seriously tasty.
We brought this message to life through bright and playful digital out-of-home, social-first animations, and snackable influencer content. The goal? Help parents discover the snack and let kids fall in love with it.
Results
And it turns out… kids do like healthy
Sales increase
+3.7% post-campaign
Reach
Over 4.5 million snackers
Retailer feedback
Upgraded shelf position