Unilever introduces Fruttare
The brand is promoting the Canadian launch of its new dessert bars with a digital and TV buy.
Unilever recently announced the launch of its newest brand in Canada, Fruttare – a line of frozen dessert bars that mix milk and fruit flavours.
Targeted at adults aged 18 to 34, the brand’s offerings will include coconut and milk, strawberry and milk, banana and milk and peach and milk bars, as well as frozen fruit bars, with strawberry and mango flavours.
The Canadian launch of Fruttare, which is currently available in 15 countries, including the US, is being promoted primarily through a North America-wide social media campaign that aims to establish the brand’s “It’s All Good” message.
The brand has partnered with musical artists Ne-Yo and Cher Lloyd and is asking fans to share what the phrase “It’s All Good” means to them using the hashtag #itsallgood. Fans can submit their ideas until May 20. Using the input of consumers as inspiration, Ne-Yo and Cher Lloyd will work together to write a new song, and will perform it at the iHeartRadio Music Festival in September.
Fruttare was also a presenting sponsor of the Coachella Valley Music and Arts Festival, which took place the weekends of April 12 to 14 and 19 to 21. The brand had its own on-site hangout spot where festival-goers could submit their “It’s All Good” moments, and sent two bloggers to the festival to report on their favourite concerts for the brand’s Facebook page.
Maura Cowan, senior brand building manager, Fruttare, Unilever, tells MiC that Canada seemed like a good fit for the brand because there was a lack of other fruit and milk dessert bars in the marketplace.
With media by Mindshare and creative by Ogilvy, Fruttare will broaden its promotion strategy with the launch of a Canada-specific TV and digital-based campaign in May. This will be followed up by sampling programs in grocery and convenience stores, and at music festivals throughout Canada starting in June.
The launch campaign will run until the end of August.