SUN-RYPE REFUELING KIDS IN NEW CONSUMER CAMPAIGN
By Adnews Staff
Sun-Rype Products Ltd. of Kelowna, B.C. has launched a new integrated consumer campaign based on one single premise: that today's kids are active and they need replenishment. The food and beverage company is combining television, magazine and Internet advertising with public relations support for a new campaign focusing on the company's core products Blue Label apple juice and Fruit to Go fruit snacks. The campaign is designed to target consumers during their "quality" or "down" time usually while watching a favorite prime time television show, while reading a parenting or lifestyle magazine or interacting with children on the Internet or at family events. Television advertising broke in September and illustrated a child's tendency to repeat the same activity. Print advertising will break in November and follow the same approach. A special Web site will introduce the Internet campaign in January and the public relations support will launch in the Spring and includes an "Active Kids Challenge" interactive area set up at community events across Western Canada. Advertising for Sun-Rype Products Ltd. is done by Palmer Jarvis DDB of Vancouver.