Category D03. Point of Sale, Consumer Touchpoints & Instore Collateral
Product/ServiceVON UND ZU TISCH
Idea Creation SCHOLZ & FRIENDS Berlin, GERMANY
Name Company Position
Matthias Spaetgens Scholz & Friends Chief Creative Officer
Robert Krause Scholz & Friends Managing Creative Director
Olivier Nowak Scholz & Friends Creative Director
Patrick Pichler Scholz & Friends Art Director
Ralf Schröder Scholz & Friends Art Director
Sebastian Wiczak Scholz & Friends Account Manager
Melanie Carels Scholz & Friends Producer
Galina Sekera Scholz & Friends Producer

The Campaign

In order to inspire children and adults to eat more fruits, “von und zu Tisch“ Berlin give fruits a new candy like look. Organic and cleaned fruits like figs, apples, oranges, kakis and plums are wrapped in fun candy paper and therefore become Natural Sweets.

Creative Execution

The outer surface of Natural Sweets wrapping paper is designed to resemble the fruit inside and at the same time attract more attention in a way foods for children are normally designed. On the reverse side of the paper children find useful information about the healthy characteristics of the fruits. An additional positive side effect: by using organic paper the fruits stay fresh and crispy much longer. Ready to eat.

Indication of how successful the outcome was in the market

Thanks to the colorful packaging, the sales of the fruits at the POS almost doubled. Also the social media channel of “von und zu Tisch“ benefited from the packaging and became a big talking point online.

Based on the insight that kids prefer colorful packaging, we turn fruits into giant candy. Thus enabling children to discover healthy alternatives to sweets in a playful way. The Natural Sweets are prominently displayed in grocery stores.