FEEL GOOD
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OVERVIEW
Norway's premium fruit category is one of the most brand-loyal in Europe, where shoppers default to habit rather than experiment with new products. For the launch of Trudi's, basic brand awareness wasn't the obstacle—the real challenge was establishing immediate trust. Trudi's needed to build instant legitimacy from scratch in a market that demands inherited trust, making a completely new banana label feel like an established household staple before consumers ever saw it on store shelves.
THE STRATEGY & FUNNEL
Instead of treating media purely as a reach mechanism, each channel was assigned a distinct psychological role to convert market skepticism into brand belief:
- YouTube (The Education Layer): Used long-form storytelling and depth to communicate brand values, justify the premium positioning, and earn consumer belief in a way static ads cannot.
- Instagram (Omnipresence & Scale): Delivered high-impact, dominant reach at highly efficient CPMs, making the brand feel ubiquitous across digital social channels.
- Strategic DOOH (Retail Proximity): Placed high-visibility digital out-of-home placements near key grocery retail partners, transforming consumer perception from "new product" to "established presence" directly before the point of purchase.
CREATIVE & EXECUTION
The visual identity leverages vibrant purple and yellow contrasts paired with playful hand-drawn illustrations and localized Norwegian copy ("Hvor mye vet du om bananene du spiser?"). By framing ethical sourcing messages alongside premium product imagery ("Good fruit doing good"), the creative bridges emotional storytelling with high-barrier retail positioning across digital screens and retail touchpoints.
KEY RESULTS
9.8M
900k
-54%
