FruitaBü

Stretch Island Fruit Co.™, the original all-natural fruit snacks developer since 1976, was introducing a new organic fruit product line targeted to children called FruitaBü™ Organic Smoooshed Fruit™. The company hired Formula to generate broad awareness of the new offering to the media and consumers while educating moms in particular about FruitaBü as an all-natural snacking option for children.

Challenges:

• Build a buzz for the FruitaBü brand among media and health-conscious moms of young children at a time when the fruit snack category was flooded by new entrants
• Create differentiation from industry competitors by distinguishing FruitaBü as the healthiest and only all-organic fruit snack available
• Educate consumers about the product’s related benefits and ultimately encourage kids (and adults) to eat more fruit

Strategy:

• Create and execute a launch event that provides top-tier media with a glimpse into the “Wonderful World of FruitaBü” through a unique sampling experience that features six food nutrition educational stations and offers the opportunity to get face-to-face with Stretch Island/FruitaBü executives
• Implement comprehensive media relations and blogging program to generate nationwide exposure and word-of-mouth endorsements through a product review program specifically geared toward Alpha moms
• Conduct ongoing sampling among top-tier nutritionists and health/wellness media correspondents to secure inclusion of FruitaBü in healthy lifestyle articles and TV segments
• Align with a nonprofit partner that will help underscore the FruitaBü brand’s purity of intent and authenticity to reach socially and environmentally aware customers

Results:

• Launch period coverage totaled 9.1 million impressions, including a full-page spread in Parenting as well as feature stories in major daily newspapers including Atlanta Journal-Constitution, Miami Herald, Washington Post and San Francisco Examiner
• Media launch event conducted in NYC helped forge solid relationships with key consumer media that anticipates covering FruitaBü in future editorial, including Woman’s Day, Child Magazine, Real Simple, Nick Jr., Cookie and Kiwi
• Garnered ongoing exposure and numerous online endorsements of FruitaBü on UrbanBaby.com, 5minutesformom.com, busymom.net, Hungry-Girl.com, and other high-traffic Mommy blogs
• Secured partnership with national nonprofit organization, and devised year-long fruit tree planting program scheduled to roll out in fall 2007

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