All adults know: healthy eating is important. The organic supermarket chain Fresh'N'Friends benefits from that situation. There is just one small problem: kids hate healthy food but they love sweets. Actually, that a big problem. In Germany every fifth child is overweight.

Instead of calling attention to that problem with a traditional ad campaign we chose to solve the problem. The solution was a new product: fruit figures. To make fruits as appealing as sweets we transformed boring fruits into funny motives that suit children. Just like an ordinary fruit salad they were sealed, put in a tray and sold in Fresh'N'Friends stores. And to involve the kids, a contest was started. Kids designed their own fruit figures. The most popular one was added to the product range.

Sweets does not necessarily equal unhealthy: we created child-friendly motifs from fresh slices of fruit, grapes, berries and chunks of fruit in order to grab the young customers’ attention. That way they were encouraged to go for the fruit voluntarily. The motif possibilities are endless and can be tailored to suit children’s individual interests, turning eye candy into a healthy, vitamin-rich snack. Therefore, the product itself becomes the medium of communication.

During the first month, Fresh'N'Friends has already sold twice as much fruit as before. Even the contest was a big success. Over 3,500 ideas from children all over Germany were submitted. The rabbit figure of 5-year-old Dario Lefevre from Berlin got the most votes and was therefore added to the fruit product range. Press reactions pushed the awareness level of the fruit figures additionally. And Fresh'N'Friends got almost 100 thank-you letters from parents. But most importantly, kids eat healthier now. Because they love it.