In order to encourage healthy eating in both children and adults, the creative agency Scholz & Friends decided to redesign how fruits are most often offered on the market.
The unique inspiration for the new food branding was that of candy, which most children and many adults are naturally drawn to. Scholz & Friends decided to wrap up individual fruits in the same way that hard candies tend to be wrapped up. Using apples, oranges, figs and plums, the brand created wrappers for these fruits that resemble the vivid and playful wrapping that hard candies are usually available in.
The fruits were then boxed in packages that feature vibrant graphics and playful illustrations of the fruit that they contain.
Nutrition-Promoting Candy Campaigns
Scholz & Friends Developed a Campaign for Fruit Consumption
Trend Themes
1. Healthier Food Packaging - Opportunity for companies to redesign food packaging to make healthier options more visually appealing and enticing, similar to how Scholz & Friends wrapped fruits like candy.
2. Playful Fruit Branding - Opportunity to create unique and fun branding for fruits to make them more attractive to both children and adults, as demonstrated by Scholz & Friends' vibrant graphics and playful fruit illustrations.
3. Innovative Marketing Strategies - Opportunity for companies to explore unconventional marketing strategies, such as leveraging the appeal of candy, to promote healthier food choices like fruits.
Industry Implications
1. Food Packaging Industry - Companies in the food packaging industry can innovate new packaging designs that make healthy options more visually appealing and enjoyable to consumers.
2. Fresh Produce Industry - Opportunity for fresh produce companies to adopt creative branding and packaging strategies to increase the desirability of fruits and attract a wider consumer base.
3. Marketing and Advertising Industry - Marketing and advertising firms can explore unconventional and playful approaches, like Scholz & Friends did, to promote healthier food options and make them more engaging to consumers.