PATIENCESharing the sweet (and sour) secret that fruit can be candy
Quebec dried cranberry producer Fruit d’Or, with its consumer brand Patience Fruit & Co, is renowned for the quality of its organic products. With the launch of SourCran—flavoured sour cranberries—, Patience Fruit & Co looked to the snack category with a goal of furthering its brand awareness and reaching a larger (younger) pool of buyers. The challenge: introducing a one-of-a-kind product in the candy category.
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Market audit and analysis
Consumer insight
Medias strategy
Campaign creation
Web Design
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Marie-Ève Caron, brand strategy
Caroline Reumont (Reumont Design), art direction
Cecilia Castelli, illustration
Kristina Landry and Pip Scowcroft, copywriting
Espace M, media buy
Antoine Foisy (quarante douze), motion
François Genois, HTML animation
Steve Desmarais, graphic production
Vincent Castonguay, portfolio photography
The strategy is supported by a striking, multicoloured mouth design and the campaign’s taglines: “Can fruit be candy? Yes, it cran.” The campaign targeted Montreal, Toronto, and Quebec markets with metro and bus shelter posters. The Surprise Party contest, rolled out on the web and social media, aimed to express the product’s festive aspects and to broaden SourCran’s fan base.
Strategy
SourCran’s taste and intensity rivals that of the finest candy, while also meeting the target market’s desire for “healthy snacking.” SourCran is a fruit that is a candy! The strategy hinged on both its healthy snacking potential and its surprising flavour profile.
Idea
ResultsAwareness has experienced a significant surge, surpassing the initial goal of 2%. Across the three regions, awareness increased by 7 %, from 13% in September (before the campaign) to 20% in November.
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