More than 500,000 women aged 25 to 35 will be targeted over eight weeks, starting 8 January, by actors dressed as market traders distributing free Frusli fruit and oat bars from mock market stalls or punnets.
They will give out the bars in brown paper bags, each of which will also contain a piece of fruit and a leaflet that includes a money-off voucher and drives recipients to enter a competition on the Frusli website.
The campaign follows the brand's reformulation as a healthier snack (more fruit, less sugar) last July when it was repackaged and extended into four new variants.
"Feel Great with Frusli" will attempt to reach women when they might be looking for a "guilt-free" snack, or in venues such as hairdressers or gyms when they are focussing on the way they look and feel," said Jonathan Reid, managing director of Pulse Group-owned Evoke The Senses.
"We've done a lot of media planning to come up with the consumer connection moments and congregation points," said Reid. Research found that trial was "pivotal" to Frusli sales, he added.
The aim is for between seven and 10 per cent of trialists to enter the competition, supplying profile data online, and for five per cent redemption of vouchers. Hairdressers will be incentivised to distribute the bars as free snacks to customers.
The promotion is also set to run at beaches and parks in the summer, when it is likely to be accompanied by above-the-line advertising following the same campaign theme via agency VCCP.
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