Growth Insight
We've worked with Brutal Fruit for several years, developing their 'You Belong' Brand Platform. But through consumer research, we found that many women feel they don't belong or fit in certain circles - a fact often glossed over by advertising who continue to feature impossibly beautiful celebrities - contributing to low self-esteem in women all around the world.
Creative Idea
We decided to confront this cliché, by using an international celebrity - Kelly Rowland - in what seemed to be the generic way. The idea was to create intended controversy, then at the height of frustration, we revealed the truth and launched the real campaign - featuring real people who represent South African women. Overnight we changed all Kelly Rowland creative, showing the real people the campaign was designed for.
Impact
Impression reached 109.69% over the campaign benchmark
Earned PR value reached R7.93m / £355k
+17% for Relevance
+28% for Popularity
+37% for Sophistication
Resulted in Brutal Fruit becoming the fastest growing brand in the Category, and fuelled the expansion into the UK market
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