OH MY FRUITY GOODNESS
Sector
FMCG
Geography
UK
What we did
- BRAND & BUSINESS STRATEGY
- CUSTOMER UNDERSTANDING
- DESIGN
AT A GLANCE
When was the last time you bought a berry bircher with actual berries in it? The nation has succumbed to the great fruit dupe. Jams and sugary purees have become a substitute for the real thing: fresh, whole fruits. Prep World – one of Europe’s largest fruit suppliers – knew that we needed a champion of real fruits. So, with our help, they created OMFG, a brand with berries to take a stand.
WHAT IS AN EMPLOYEE VALUE PROPOSITION AND WHY IS IT IMPORTANT?
An Employee Value Proposition (or EVP) is a tool for attracting and retaining talent. When done right, it bottles up your culture and the unique benefits you offer as an employee, to ultimately create competitive advantage in the market. Total Fitness needed exactly that – a strong, clearly defined EVP that would articulate what makes the business so special – why its people join and why they stay.
THE FULL STORY
When the Prep World team first came to us, they had already been busy creating a range of snack pots that would showcase real, juicy, fabulous whole fruits, and help the nation fill up on fresh.
They had six unique products and had already started thinking about how they might go market. They came to us with a simple ask: what do you think of these names we’re knocking around?
We were inspired by the mission and in love with the product, but suspected their list wasn’t quite capitalising on the opportunity they had to really spark a fruit revolution. We got to work straight away. We created a unique panel- based approach to giving feedback on their names, drawing expertise from across Yonder which included analysts, creatives, researchers, and strategists and – through their combined experience – were able to confirm that the names might fall flat on the over saturated snack pot shelves.
Using the insights from the session and what we knew about the brands mission, we – alongside the Prep Word team – decided we needed to build a brand from the ground up. We codified their USP as ‘Unexpectedly Fruity’, and it worked so well it became the basis for the brand personality. This led us to a name that was cheeky, had a bit of zing, and included the word fruit in an unexpected place: Oh My Fruity Goodness – or OMFG for short.
