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Kellogg’s Real Fruit Winders: unwinding the effects of an integrated campaign

Janey Bullivant (Leo Burnett)
Gurdeep Puri (Leo Burnett)

Young Consumers

ISSN: 1747-3616

Article publication date: 1 June 2003

Abstract

Shows how Kellogg’s used an integrated marketing campaign to launch a new fruit snack into the UK market; it included PR, ambient media, web and TV. Argues that this innovative approach was a major factor in the product’s success: the creative idea was that Real Fruit Winders were an anarchic from of fruit that children could eat, play with and use to communicate with each other, and a world of fruits was created with its own Chewchat language as well as characters. Identifies the key marketing insight as children’s need for interactivity, which connects their interests like gaming and the Internet but was previously absent from the snack market. Illustrates this with a look at the Chewchats website and how children could interact with the brand, plus the campaign which distributed Chewchat stickers in magazines, and at cinemas and concerts.

Keywords

Citation

Bullivant, J. and Puri, G. (2003), "Kellogg’s Real Fruit Winders: unwinding the effects of an integrated campaign", Young Consumers, Vol. 4 No. 3, pp. 49-63. https://doi.org/10.1108/17473610310813906

Publisher

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MCB UP Ltd

Copyright © 2003, MCB UP Limited