What are we trying to do?
Make TrüFrü the snack that everyone can feel good about indulging in
Phase 1
The Brief
Background
TrüFrü is a snack company that makes frozen pineapple, raspberries, strawberries, bananas, blueberries and cherries covered in chocolate; and chocolate-covered dried raspberries, bananas, coconut, strawberries and mangos.
Their products are usually frozen or freeze-dried
Founded in 2017, headquartered in West Valley City, UT
Acquired by Mars, Inc. in 2022 and added to their better-for-you snacking portfolio
This is a high-growth company! Sales increased 104.3% year-over-year to be nearly $84 million.
Target
The Half-Hearted Health Nut
These consumers want to be healthy, but they’re usually so busy that eating well is the first thing to get sacrificed when the schedule gets full.
They may plan to work out three or four times a week and then only hit the gym once or twice.
TrüFrü appeals to the inner battle they’re constantly fighting to maintain a somewhat healthy lifestyle and enjoy themselves at the same time.
Phase 2
The Idea: Healthy-ish
The Problem
People want to eat food that’s unhealthy because it tastes good - like TrüFrü - but they feel guilty and worry about the effects on their health. In fact, several customers on the TrüFrü Reddit page have said they feel bad about eating it because they’ll demolish a whole bag in one day.
The Solution
TrüFrü is the definitive healthy-ish snack. You don’t have to feel guilty about indulging — focus on the positives, not the negatives.
Phase 3
The Execution
OOH: In-Store
Our campaign will place signs on the floor and endcaps in grocery stores to direct shoppers away from unhealthy foods to TrüFrü
