New fruche integrated advertising campaign features international style icon J Alexander

Following last year’s successful relaunch of the iconic brand, this month fruche launches an integrated campaign featuring international style icon J Alexander.

Launching this week, the campaign features J Alexander in highly-styled, playful fashion executions across all platforms.

J Alexander is the flamboyant TV personality and stylist known for his daringness, pizzazz and ‘ownership’ on teaching even the most famous models ‘how to walk’.

J will be seen in an extensive campaign to cover magazines, outdoor, online, social media and point-of-sale material.

frûche has been restyled to create a more sophisticated, modern and relevant treat “so that its delicious real fruit and dessert flavours can be enjoyed wholeheartedly”, said frûche Brand Manager Brooke Tierney. “This campaign marks the next phase of restyling – giving the product visibility amongst key consumers.

“J Alexander brings all of frûche’s attributes to life – great style and great taste. We are proud of this campaign and are certain it will have resonance and cut through with the target audience,” she said.

The above-the-line campaign will be supported by a substantial public relations program.

“The public relations component will predominantly focus on the fashion sector – incorporating sponsorship and some very cool events,” said Ms Tierney.

Following a competitive pitch, the frûche marketing team has appointed Melbourne public relations and brand development agency Style Counsel to fulfil this brief. Starcom Media Vest will drive all aspects of media strategy and buying .

“frûche is a product that’s a little bit different. We wanted to create a campaign that was a little bit different; bringing some style to the supermarket dairy aisle by giving it a new dimension. I think we have achieved that,” said Ms Tierney.