World Fruit Council
Fruit consumption is declining. Can we get people to fall in love with it again?
This spec campaign was developed by ABRA Labs: Alethea Ng, Romina Aguilar Riemann, Arianne Richardson Fenton, and Bogdan Savonea.
The Ask
The World Fruit Council is a global consortium representing fruit growers, producers, and retailers with a mission to rekindle the world’s appetite for fruit.
With the rise of convenience culture and the growth of ultraprocessed snacks and beverages pushing fruit out of our daily lives, the WFC asked ABRA Labs to develop an inspiring, category-level campaign that encourages people to choose fruit more often and repositions it as an everyday pleasure... not a chore.
The Challenge
Messy. Sugary. Inconvenient. Easily spoiled.
Fruit suffers from a variety of labels that disincentivize shoppers from picking it up in the grocery aisle. Parents in particular shied away from the idea of eating more fruit; ABRA Labs talked to parents who cared about their children’s diet, but couldn’t bring themselves to deal with the juice-soaked clothing and berry-stained fingers that fruit entailed.
But what if this challenge—the very mess we’re so afraid of—isn’t a challenge at all?
The Audience
60% of Americans feel there aren’t enough hours in a day to finish their to-do list.
78% of moms feel guilty about not spending enough time with their children.
Working parents are overextended. They need their lives streamlined, but they also desperately want to slow down and make memories with their children. Our target persona—the Mess-Averse Memory-Maker—thinks they’re shortchanging their kids by not spending enough time with them. But the truth is that they don’t need more time—they need to make more memories with the time they have.
Insight
Fruit is messy.
But the messiest moments of parenthood are the ones your kids will remember.
The Strategy
GET busy, working parents…
WHO feel guilty for not spending time with their kids…
TO buy more fruit…
BY showing them that eating fruit is an opportunity to slow down and enjoy the messiness of parenthood.
The Strategic Pillars
01
MESS
Fruit is messy. We’re not avoiding that. We’re embracing it! The mess is the point.
02
MEMORY
Memories with an element of taste, smell, or touch stay with us longer. They’re sticky... like orange juice.
03
MEANING
This isn’t a parent hack or a wellness ad. It’s a call to make more meaning with the time we have.
The Creative Concept
The mess is the point.
This creative concept transforms fruit from a chore into a connection point. From something that sticks to your hands to something that sticks in your memory.
“The mess is the point” is a truth about life that every parent, every person, recognizes deep down.
This campaign reminds the world that joy is supposed to be a little messy… and invites them to make a little mess, together.
