The challenge was to differentiate Fruit Tree Fresh's Yuzu juice from its competitors, and position it as a fun and quirky drink, vis-a-vis its traditional roots in Japanese culture. This campaign was pitched to F&N, and it involves traditional media (print, supermarket merchandising), digital (facebook, instagram), as well as activation to generate hype.
This campaign focuses on quirky “Japanese” behaviours, brought out by consuming Fruit Tree Fresh’s zesty Yuzu juice. The key visual is done in the style of a Japanese manga, depicting a step-by-step tutorial on how to enjoy a Yuzu drink. The comic, exaggerated fashion exemplifes the wackiness of the drink.
We created a mascot named Yuzu-chan (which translates to Yuzu-boy). He is easily excited and tends to be over dramatic. He also wears a hat made out of the Yuzu fruit.
Consumers can upload an insta-video of themselves drinking Fruit Tree Fresh’s Yuzu drink, following the steps depicted in the key visual. The unique hashtag “YOUzu” (#YOUzu), a pun on the word “Yuzu”, can be used to track outreach.
Participants with the funniest / most creative / most japanese-y videos can stand to win prizes. These can include free plane tickets to Japan or free supply of Yuzu drink for a year. Winners will be chosen based on the most “liked” post as well as by judges choice, chosen by F&N.
Using consumer-generated content from our Instagram account, videos can be cut and edited based on certain themes to form a few different styles of the Yuzu appreciation guide. For example, submissions with the most serious / deadpan expressions can be pieced together to form the complete guide.
Yuzu-chan will make appearances in various supermarkets to perform “The Art of Yuzu Appreciation”, and will give away sample bottles as a promotion while presenting a photo opportunity.
A photobooth element will also be incorporated as part of the promotion. Photos taken with Yuzu-chan will be printed (with F&N watermark) for customers to keep as souvenirs, and also uploaded onto a Facebook album for viewing and tagging.
Art Direction: Louise Jane Cher
Copywriter: Ansen Goh