SUN-RYPE CONSUMER CAMPAIGN ON THE GO
By Adnews Staff
Sun-Rype Products Ltd., based in Kelowna, BC, has launched a national consumer campaign for its Energy to Go fruit bars. The campaign includes advertising, sampling and event marketing components targeting active youths and adults. The "Sun-Rype Energy to Go Pep Rally Cross Canada Tour" will consist of a series of pep rallies in British Columbia, Alberta and Ontario. The rallies will be led by Olympic beach volleyball player Conrad Leinemann and his partner Jody Holden and will run until mid-June. Sun-Rype will also send out "Energy Squad" sampling teams to events throughout the summer. The Squads will hand out Energy to Go bars at over 100 venues. Sun-Rype's consumer campaign also targets active families with its "Real Fruit. Pure Energy" advertising effort. Transit shelters and print ads in active lifestyle magazines are promoting the natural energy derived from fruit through visuals of fruit doing active things. Sun-Rype is also sponsoring Canadian Geographic's annual Family Adventure Guide and will distribute Energy to Go bars to over 200,000 subscribers. Advertising for Sun-Rype is done by Palmer Jarvis DDB of Vancouver.