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An intensive ‘myth busting’ programme with top KOLs

Fruit Shoot, the No1 kids FMCG brand, revolutionised the kids market when it was first launched in 2000, but suffered from negative perceptions about the range and its ingredients. ‘Fruit Shoot Mums’ was also being coined as a phrase for mums that weren’t offering their children the best in life. H+K Strategies embarked on an intensive ‘myth busting’ briefing programme covering all the relevant stakeholders, KOL’s, dieticians and mums media.

The campaign delivered;

  • 47 key briefings held with the Britvic nutritionist and an independent dietician within two weeks
  • Positive briefings with BNF, FDF, BDA, FSA explaining role and relevance of the range
  • Netmums, one of the key influencer websites for mums, changed their stance from negative to positive and now regularly feature the brand
  • Activity has resulted in a significant decline in negative coverage surrounding the brand