When was the last time you bought a berry bircher with actual berries in it? The nation has succumbed to the great fruit dupe. Jams and sugary purees have become a substitute for the real thing: fresh, whole fruits. Prep World – one of Europe’s largest fruit suppliers, had a new range of snack pots that would showcase real, juicy whole fruits, and help the nation fill up on fresh.

With so many fruit fakes dominating the grab and go shelves, Prep World’s new snack pots needed our help cutting through the noise, showcasing their real fruit credentials, and reminding us all what it really means to eat fresh. They needed a brand that could free the nation from the great fruit dupe and, ultimately, establish them as the Champions of Real Fruit.

We created an Unexpectedly Fruity personality that allowed them to show up in unexpected places and say unexpected things. Write a poem, song, a short story. If it’s about fresh fruit, it’s all good.

From this voice came the name: OMFG. No, it’s not what you think. It’s Oh My Fruity Goodness, which helps grab attention alongside a bold identity that’s often a bit bananas.

OMFG’s naughty name and unexpectedly fruity tone helps them inform and educate about eating fresh whilst making people smile.

Messaging packed with cheeky charm is supported by a typeface with real punch. And we were inspired by the natural colours and stickers that you find on fruit, to create eye catching graphics that makes it impossible to miss all the delicious benefits and good stuff that’s packed into each pot.

It might just be a snack pot, but it is the start of a fresh fruit revolution. A chance to get the nation full of good stuff and free from the sugar trap, so everyone can feel; fresh and fruity!

OMFG launched in August 2021, so the results are still coming in. But the initial response has been overwhelming and the products are flying off the shelf!