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MetroEXP and Barker’s of Geraldine Solve the Lunchbox Dilemma

Creative 27 Add to collection

Forgotten fruits are a thing of the past in campaign from MetroEXP

MetroEXP and Barker’s of Geraldine Solve the Lunchbox Dilemma

Inspired by the forgotten fruits of Kiwi kids lunchboxes and demand for convenience, Barker’s of Geraldine via MetroEXP has launched its exciting new range of Super Fruit Crush Pouches with a cheeky new campaign called ‘Crushed for good reason’. 

Expanding into the convenient ready-to-eat category, the new Barker’s Super Fruit Crush Pouches are a convenient and healthy snack for lunch boxes, sports practices or on the go car trips.

The campaign launched this month with a series of short digital adverts, OOH creative and POS across Foodstuffs nationwide.

James Cheape, senior brand manager for Barker’s of Geraldine says: “Barker’s has always made the effort to use only the very best ingredients in our products and our new range of Super Fruit Crush Pouches is no different.

Unlike traditional fruit pouches in the market, which are dominated by an apple puree base, we’ve tried to use as little apple as we can and have instead introduced super fruits and foods, which are not only low in sugar but meet a high health star rating of 4.5% targeting a slightly older audience which we call ‘tweens’.

The campaign focuses on these key benefits and our key category insight of parents wanting better-for-you, interesting snacks, which are easy to consume on the go or from the lunch box at school.”

Available in three quality flavours (Mixed Berry & Chia; Mango, Kiwifruit & Passionfruit; and Blackberry, Blackcurrant & Goji) the Barker’s Super Fruit Crush Pouches contain 90-95% real fruit.

Beatrice Bearne, senior project manager for MetroEXP says: “It’s been great working with Barker’s of Geraldine to come up with the campaign for the Super Fruit Crush Pouch range that balances marketing objectives, value for money and stand-out creative all at once.

“We love being a part of the Barker’s team and this new product will shake up the category whilst meeting the real needs of Kiwi families throughout the country.”

Barker’s Super Fruit Crush Pouches are available at leading New World and PAK’nSAVE stores nationwide for $1.99 or can be found on the Barker’s of Geraldine website.

MetroEXP is an independent brand design, activation and events management agency and works with some of the country’s most forward-thinking brands including Ford, Wendy’s, Chorus and Waste Management.

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Senior Brand Manager for Barker’s of Geraldine: James Cheape


Senior Project Manager: Beatrice Bearne

Senior Art Director: Neill McApline

Senior Copywriter: Jacqui Barry

Photography: Ethan Lowry




Categories: Food, Convenience

JSK Communications, Tue, 31 May 2022 10:32:00 GMT