The Natural Sweets Wrapping Paper

Creative Agency: Scholz & Friends Berlin
Project Type: Produced, Commercial Work
Client: Von und zu Tisch
Location: Berlin, Germany
Packaging Contents: Fruits
Packaging Substrate / Materials: Organic paper

BACKGROUND
Unfortunately, many children and adults don’t like eating fruits. This often results in serious health issues, ranging from vitamin deficiency to serious diseases and obesity. Instead of eating healthy little snacks, children prefer industrially produced candy. Mainly because these appear more attractive wrapped up in shiny, colorful and eye-catching materials.

THE IDEA
In order to inspire children and adults to eat more fruits, “Von und zu Tisch“ Berlin gives fruits a new candy like look. Organic and cleaned fruits like figs, apples, oranges, kais and plums are wrapped in fun candy paper and therefore become Natural Sweets.

THE STRATEGY
Based on the insight that kids prefer colorful packaging, we turn fruits into giant candy.

Thus enabling children to discover healthy alternatives to sweets in a playful way. The Natural Sweets are prominently displayed in grocery stores.

THE EXECUTION
The outer surface of Natural Sweets wrapping paper is designed to resemble the fruit inside and at the same time attract more attention in a way foods for children are normally designed. On the reverse side of the paper children find useful information about the healthy characteristics of the fruits. An additional positive side effect: by using organic paper the fruits stay fresh and crispy much longer. Ready to eat.

THE RESULTS
Thanks to the colorful packaging, the sales of the fruits at the POS almost doubled. Also the social media channel of “Von und zu Tisch“ benefit from the packaging and became a big talking point online.