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We were tasked with launching a global-to-local, fully integrated campaign for Fruit Shoot. Enter ‘It’s My Thing’ – a bold new strategy for the brand, with a fresh creative platform marking a real step change, not only for the brand, but for the category.

The contemporary approach, aimed at driving relevance amongst health conscious parents, celebrates real kids doing what they’re passionate about, championing their self-expression and individuality and inspiring parents to support kids in finding their ‘thing’.

Borne from new insight amongst the target audience of ‘pragmatic parents’ which revealed that pressures from society are limiting children’s ability to express themselves and preventing them from finding the thing they really love.

In a category known for featuring glossy, idealised depictions of children and families, we have taken a new approach with authenticity at its heart. It’s My Thing heroes real children over actors, doing what they love including train-obsessed 10 year old Freddie and Ellie, also 10, whose ‘thing’ is being an equestrian gymnast.

Launching first in the UK, the fully integrated campaign will be rolling out across the US, IRE, and NL.