Advertiser: F&N Interflavine Pte Ltd Brand: F&N Fruit Tree Creative Agency: Bates 141 Credits: Chew Kagee (General Manager), Chai Yen Yen (Associate Director), Velda Kon (Media Manager), Yvonne Lau (Media Supervisor), Jacinth Lum (Media Planner), Stephanie Wong (Brand Manager, F&N Interflavine Pte Ltd), Ajay Bakshi (Executive Creative Director, Bates 141)
2010 saw a whole new level of aggression in Juices category with the entry of Minute Maid and Fruit 10. F&N Fruit Tree faced an uphill challenge of driving up sales among on-the-go youth by owning ‘authentic fruit juice’ in a category where loyalties often shifted at the last mile.
We discovered that the most authentic ‘Fruit’ experience for most consumers meant ‘Straight from the Tree’. To bring alive the freshness and genuine Orange taste of F&N Fruit Tree via a fun participation, a Travelling Fruit Tree was conceived. To ensure no fall-throughs, Trial had to be followed immediately by purchase, so the tree travelled across 7-11 stores in Pen Malaysia, where curious passers-by got to shake the tree and win their ‘Fruit’.
The Travelling Tree was timed to arrive at 7-11 stores during lunch hours, to capture maximum on-the-go crowd and to magnify the buzz around it. The stores were chosen in heavy traffic areas which attracted huge attention. A combination of radio, Facebook and newspapers drove people to follow the Travelling Tree on its journey – telling them when and where – and have their shake.
From the 20 locations, 10,000 people sampled the juice. 70% of consumers who shook the tree, purchased F&N Fruit Tree immediately after. Due to this activation hype in 7-11, the brand’s trial rate has increased by 47% compared to the previous quarter.