trü frü
Brand Identity, Brand Repositioning, Strategy, Copywriting, Packaging, Store Design, Store Experience
The “Satisfy that 3:12 feeling.” campaign connects trü frü with the universal slump defined as 3:12 AM and PM. Connecting the physical product with a theoretical feeling during a time, trü frü becomes associated as a pick-me-up during the most authentic moments.
Key Research Takeaways
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Gen Z is currently the most interested generation in fruit with 41.55% expressing interest in the market. They are also the leading consumers of convenience-based fruit products and are more willing to expend energy to create their own fruit platters or flavors by mixing fruits.
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62% of current consumers would buy more fruit if they weren’t worried about rising food costs and 72% of consumers would buy more if they didn’t have to worry about it spoiling.
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trü frü is the only frozen fruit brand they own, and they currently hold around 10.1% of the market, experiencing a 4.9% increase between 2023 and 2024.
trü frü
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Advertising
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Experience
Concept
trü frü keeps it indulgent without the guilt: no artificial sweeteners, no empty spikes—just whole fruit dipped in real chocolate and fresh frozen at peak flavor. It's the kind of snack that you need when that 3:12 feeling hits. Our tone is dry, self-aware, and grounded in honesty: a little sarcastic, a little sincere, and snack-justified.
Design Principles
- Utilize the current trü frü branding in a way that feels fun and contrasts the self-aware and honest tone of the copy
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Show the actual product off, and the components that make it up in a way that feels fresh while still exuding trü frü
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Use the blue and the pink to show the difference between the AM and PM 3:12s; pink for AM and blue for PM
The Social Posts
The Microsite
The In-Store Experience
The Campus Pop-Up
Campaign Elements
Featuring the colors of trü frü, the added “3:12 feeling lock-up” and swoops further the brand identity while connecting with Gen Z through aesthetics. The use of a cast shadow allows each AM and PM application to be distinct, yet consistent with the rest of the campaign.
Authentic. Honest. Indulgent.
The campaign utilizes 3:12 as a cultural trigger tied to the brand as a way to connect with a new demographic while remaining true to the messy and authentic moments of being human. The designs tie relatable moments with elements of fruit and chocolate so consumers can indulge without the guilt.