Forgotten fruits a thing of the past

AUCKLAND, Today: Inspired by the forgotten fruits of Kiwi kids’ lunchboxes and demand for convenience, Barker’s of Geraldine via creative agency MetroEXP has launched its new range of Super Fruit Crush Pouches with a “cheeky” new campaign called Crushed for good reason.

Expanding into the convenient ready-to-eat category, the new Barker’s Super Fruit Crush Pouches are a convenient and healthy snack for lunch boxes, sports practices or car trips.

The campaign launched this month with a series of short digital ads, OOH creative and POS across Foodstuffs nationwide.

Barker’s senior brand manager James Cheape said: “Barker’s has always made the effort to use only the very best ingredients in our products and our new range of Super Fruit Crush Pouches is no different.

“Unlike traditional fruit pouches in the market, which are dominated by an apple puree base, we’ve tried to use as little apple as we can and have instead introduced super fruits and foods, which are not only low in sugar but meet a high health star rating of 4.5% targeting a slightly older audience which we call ‘tweens’.

“The campaign launched this month with short digital ads, OOH creative and POS across Foodstuffs nationwide.”

“The campaign focuses on these key benefits and our key category insight of parents wanting better-for-you, interesting snacks, which are easy to consume on the go or from the lunch box at school.”

MetroEXP senior project manager Beatrice Bearne said: “It’s been great working with Barker’s of Geraldine to come up with the campaign for the Super Fruit Crush Pouch range that balances marketing objectives, value for money and stand-out creative all at once.

“We love being a part of the Barker’s team and this new product will shake up the category whilst meeting the real needs of Kiwi families throughout the country.”

MetroEXP is an independent brand design, activation and events management agency and works with some of the country’s most forward-thinking brands including Ford, Wendy’s, Chorus and Waste Management.

• Barker’s Crushed for good reason – Blackberry
• Barker’s Crushed for good reason – Mango

CREDITS

Agency: MetroEXP
Senior project manager: Beatrice Bearnesaid
Client: Barker’s of Geraldine
Senior Brand Manager for Barker’s of Geraldine: James Cheape
Senior Project Manager: Beatrice Bearne
Senior Art Director: Neill McApline
Senior Copywriter: Jacqui Barry
Photography: Ethan Lowry

• www.metroexp.co.nz