STORY

Figure 2

Although Bonne Maman doesn't own the majority market share, it is one of the leading brands. (Figure 1)

27% of fruit spread shoppers are concerned about sugar content in the spreads.

41% of fruit spread shoppers believe that gourmet fruit spreads (such as Bonne Maman) are worth paying more for.

60% of fruit spread shoppers value natural ingredients in their spreads.

Millenial parents highly value natural ingredients and health benefits in their spreads. (Figure 2)

CONSUMER INSIGHTS

Consumers are willing to spend the extra dollar for healthier ingredients.

OBJECTIVE

Differentiate Bonne Maman from other jam brands by emphasizing that it is made of all natural ingredients.

CAMPAIGN IDEA

Real fruit. Real jam.

Print/Out of Home Posters

Guerilla:

Replace strawberries in the produce aisle of grocery stores with little jars of Bonne Maman.

Interactive banner ads.

Instead of a boring banner ad, we want to engage our audience in an interactive Bonne Maman game that highlights Bonne Maman's real ingredients.

Bonne Maman has: real fruit and sugar.

Bonne Maman doesn't have: GMO, artificial coloring, and high fructose corn syrup.

Guerilla

Place Bonne Maman basket game on digital interactive boards outside grocery stores for people to play and win free samples.

Utility: Print ads in magazines.

To emphasize that Bonne Maman uses real fruit, we want to offer seeds of the fruits that go into the jams.

Role: Strategist and Copywriter

Art Directors: Quiog Liu and Becky Gong (Art Directors)