“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?
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.
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
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