We invented a board game that invited Aussies to compete in seed spitting contests with their family and friends. By encouraging Aussies to spit them out, the game had them coming back for more – increasing frequency of purchase.

The game was promoted in grocery stores nationally – as a gift with purchase to drive sales.

Utilising PR to drive awareness, we launched the game with a giant version played by kids on national breakfast TV. We also challenged spitters to share their spectacular spits and miserable misses on Facebook.

In the grocery channel, the average weight of purchase ($AWOP) of Aussie Cherries increased by 18% year on year, a clear indication that Grocery Buyers were picking up more cherries when they shopped.

The PR campaign drove awareness and involvement with the promotional game resulting in a ROI of 77-1.

And that’s how a fruit became a game, and a craze that took over the Australian summer.