Euro RSCG's Fruitini campaign employs Jackass-like stunts

Del Monte is attempting to position its Fruitini range of fruit snacks as a healthy addition to children's lunch boxes with a £1 million TV campaign by Euro RSCG London.

The campaign features four giant fruits performing Jackass-style stunts to appeal to four- to nine-year-olds, who traditionally snub fruit.

The stunts include a giant peach hurling itself off a hill with a catapult, before firing jelly at other fruits as they go round on a roundabout.

Three of the fruits then squash into a golf buggy and drag a pineapple through a pool of fruit juice, while the orange speeds down a road on roller blades, flies over a ramp and lands in a pool of jelly and splashes the others.

A tannoy-style voiceover says: "Warning: Fruitini is fruit covered in jelly or fooly or juice." A pear then appears coming out of the trees on a death slide and falling into a product pot. The logo appears onscreen with the tagline: "Go mad for real fruit."

The ad finishes with the voiceover saying: "New Fruitini - from Del Monte."

The ads were written by Phil Forster, art directed by Tim Brookes and directed by Joakim Eliason through Union.

The ads break on Sunday 1 February and will run for five weeks across satellite children's channels, Channel 4, five and ITV1.