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Creating the Story of Funables

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Have Fun • Eat It Too
The Challenge

Ferrara Candy Co. wanted to reinvigorate a newly acquired fruit snack brand.

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Our challenge was three-fold:

  1. Create a name and brand with meaning and growth opportunity.

  2. Develop a creative platform and tagline to express the value proposition that would appeal to our target consumer — parents!

  3. Launch with a big moment to drive awareness, consideration, and ultimately sales.

In 2021, families were preparing for a ‘renaissance of play’ as parents were taking on more responsibilities as at-home educators and playtime became interspersed with learning.

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So we created…Funables!

With playful shapes, bright colors, and games on the packaging, the product is inherently fun — so we landed on a new name to celebrate that, making snack time synonymous with play time.

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To launch, we wanted to find the most playful way to tell the Funables story.

So, we turned to the real experts of fun — kids — and asked them to imagine how Funables was created while artist Nadia Maneechote captured their tall tales through whimsical illustrations.

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Then we shared our story with the world.

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CUSTOM CONTENT

A series of custom videos for our owned and paid channels.

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INFLUENCER COLLAB

Ten creators showcased how Funables sparked play with their families, making snacktime fun!

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PAID MEDIA

Reach-driving tactics to build awareness amongst our audience.

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Both parents and kids loved it.

Results

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    Sales Growth — a whole lot more than the 7% Goal!
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    Impressions
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    Overall Awareness vs 35% Goal
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    Brand Recall vs 78% Category Benchmark

Earning It

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