Fruit-tella is rewinding the clock this August, teaming up with actress and social star Dani Harmer – best-known for her role as Tracy Beaker – to front its digital-first “Summer of Fun” activity.
Designed to drive awareness of Fruit-tella as the go-to family treat for summer moments, the campaign will tap into the nostalgia of millennial parents with relatable, shareable content that reignites their own childhood memories. Currently worth over £38milllion and growing +1.9 per cent in value sales, the brand is well placed to leverage this momentum, building incremental sales via in-store conversion.
The campaign will roll out as a six-part video content series running throughout the month across TikTok, Instagram and Facebook, with an estimated reach of three million individuals. Harmer will take to the streets, inviting parents to reminisce about their favourite childhood summer memories, and uncover how those simple pleasures can be reimagined for kids today, building the association between Fruit-tella and family fun.
Supporting activity on social media will see a wave of feel-good giveaways including crafting material, retro toys and family days out – aligned to getting families offline and making core summer memories.
“For so many parents, the 90s were full of simple pleasures and with Dani Harmer at the forefront of this campaign, we’re bringing that spirit back in a way that feels fresh, relevant and shareable for families today,” said Jane Becker, Senior Brand Manager of Fruit-tella, Perfetti Van Melle. “Summer is about connection, and Fruit-tella is proud to be part of those little moments that turn into lifelong memories!”
Dani Harmeradded: “Having grown up in the 90s (both on and off screen), I’m so excited to be taking a trip down memory lane with Fruit-tella's 90s Summer campaign! It’s been such a blast hitting the streets to relive the sweetest summer memories and hear families share their own. Like me, it seems Fruit-tella is a favourite childhood sweet of many parents, and now we get to share that nostalgic joy with our own kids – what a timeless treat!”