Australian juice brand, nudie, has recently launched 'Nothing but nude fruit', a DOOH and social campaign to promote its ‘nothing but’ range.
The campaign idea was inspired by the brand’s cheeky name and the need to find an attention-grabbing way to communicate that the range contains nothing but 100% fruit.
The activation via Bench and Lionize – A Reason Group Company, sees a range of pixelated fruits paired with 'so nude' headlines, pushed out across Meta, TikTok, and major DOOH placements nationwide to achieve optimum reach amongst the broad juice-buyer audience.
Head of digital marketing at nudie, Emilie Durand, said the campaign is helping to bring nudie to life and introduce it to a younger audience – the grocery buyers of tomorrow.
“Nudie is a much loved Australian brand, but we wanted to remind people what the brand offers them," said Durand.
"Rolling out the ‘nothing but nude fruit’ campaign idea, using a blend of programmatic and digital-out-of-home is a highly targeted and impactful way for us to turn our audience’s grocery run into a nudie run."
Rich Price, creative director, said this campaign not only communicates a clear benefit to consumers, but it re-establishes the meaning behind the nudie name.
"As well as the playfulness long associated with the brand," he said.
Senior account manager at Bench, Nate Vella, said with Australians always on the move it was most important to consider a cross-channel audience strategy.
"At Bench, we’re always looking for ways to innovate and disrupt the market digitally and I think the key to that for this campaign was the combination of DOOH with eye-catching social videos," said Vella.
"By engaging consumers across familiar video placements and continuing the narrative away from their devices using DOOH, we’re able to keep nudie top of mind and drive consideration close to point of purchase.”
Credits:
Brand: nudie
General Manager: Samantha Hutson
Head of Digital Marketing: Emilie Durand
Head of Brand Marketing: Brooke Parker
Senior Designer: Amarna Kelly-Grant
Media Agency: Bench
Senior Account Manager: Nate Vella
Senior Performance Manager: Jamison Milessis
Performance Manager: Enlo Wang
Creative Agency: Lionize – A Reason Group Company
Group Account Director: Lauren Harris
Account Manager: Ordella Wall
Creative Director: Rich Price
Creative Lead: Sally Maish-Beerworth
Senior Designers: Zac Slater / Sarah Gibson
Content Producer: Mitch Clark
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