Project Overview

Focus Creative brought GLAD’s illustration dream to life with ‘The Food Gym’ – a fun way of engaging with GLAD customers and sharing information on the best ways to store fresh food. Eighteen fruit-themed, hand-drawn characters starred in a twelve month campaign showing how to best store fresh produce and therefore keep it healthier.

Project Commissioner

The Clorox Company

Project Creator

Focus Creative

Project Brief

Educate and inform customers on how GLAD Cling Wrap could extend the life of their favourite fresh fruit and vegetables. Create a fun and engaging campaign that clearly explained the simple, but practical steps to keep food fresher, longer.

Project Innovation/Need

Food storage is a relatively simple topic so we needed to create a unique concept that would appeal to both existing GLAD customers and encourage new ones. We also wanted to produce an idea that would appeal to GLAD customers and to their children. To do this, we created animated characters - each involved in a different physical activity. Our fruit and vegetable characters were to be seen taking care of themselves, which provided the creative link to the consumer benefit - ‘extending the life of fresh produce’ and accompanied a simple explanation of how GLAD Cling Wrap would keep fresh food fresher and therefore healthier.

Design Challenge

How do you assign human characteristics to a slice of pumpkin, a juicy blueberry, or a corn cob? We wanted to make sure customers would read the hints and tips that accompanied each character and be encouraged to store fresh produce better. The illustrated characters needed to be engaging enough to stand alone, but also to work well together as a family collection. Finally, we needed to ensure our creative characters were appealing in any format whether for use on a billboard or a tiny social media tile.

Effectiveness

‘The Food Gym’ campaign was featured across social media platforms, extensive in-store coverage, and on GLAD digital media partners. GLAD reported improved customer engagement after monitoring and analysing the topic via conversations in their various forums and social media platforms.