The Fruit on the Bottom launch campaign via Partners + Napier uses humor to make a low-interest category interesting and expand brand awareness in the $1.1 billion cottage cheese market.
ROCHESTER, NY – Pouting lips. A designer jeans strut. Models caressing fruit and each other. And a rump-to-rump lineup of bedazzled derrieres featuring a brand ready for its fashion debut. Introducing, Fruit on the Bottom … Jeans?
This is the opening of a satirical ad campaign that launched today from Friendship Dairies to introduce its single serve, Fruit on the Bottom cottage cheese snack. The spots spoof ‘80s-style fashion industry advertising – complete with thumping house music – before hitting its punchy reveal, “Fruit on the Bottom Jeans? Ridiculous. Fruit on the Bottom cottage cheese? Delicious!”
“The campaign pokes fun at the outdated and ridiculous messages women often get from the fashion industry,” said Ray Langton, Sr. Product Manager of Friendship Dairies. “Our Fruit on the Bottom campaign parodies these messages with humor, creating stopping power that confidently puts focus on what’s real and what’s good.”
The campaign, created by Rochester, New York-based agency Partners + Napier, is set to launch today in the weeks following New York Fashion Week.
“This campaign speaks to confident women. Part of being confident is the ability to laugh at the ridiculous. In addition, we wanted to explore a disruptive, double-take creative approach that leapfrogs old ideas about the cottage cheese category”, said Sharon Napier, CEO of Partners + Napier. “It’s about introducing a new snack idea and making people laugh along the way.”
The new campaign continues Partners + Napier’s strategy to avoid cottage cheese category clichés. Last year’s brand campaign, Share Friendship, celebrated the power of friends connecting, demystifying a product category that has been associated with ‘70s-era bland dieting. In 2017, Friendship Dairies launched a video series which proved that the “Power of Friendship” can convert cottage cheese haters to lovers when they are tricked into trying a recipe made with cottage cheese.
The new campaign’s videos, print, and radio executions will launch with social video channels, digital/online, a network of influencers, public relations, local radio, email and in-store display.
Executive Creative Director, Pete VonDerrLinn
Group Creative Director, Dan O’Donnell
Creative Director, Gretchen Bye
Art Director, Doug Gould
Art Director, Tyler Furstoss
Copywriter, Julie Garland Clementi
Copywriter, Scott Noble
Group Account Director, Jennifer Piper
Senior Account Executive, Eunice Viana
Producer, Nikki Howse
Traffic Coordinator, Lauren Cole
Production Company, Optic Sky
Director, Sullivan Slentz
Photographer, Greg Hollar