Media Awards 2004: Best Grocery, Soft Drinks and Household Campaign

WINNER

Title: Relaunch

Media agency: Rocket

Account director: Donna Glanvill

Marketing director: Michiel Havermans

Client: Perfetti Van Melle

Brand/product: Fruittella

The Cartoon Network show Ed, Edd 'n' Eddy was chosen as the perfect fit for the sweet brand Fruittella's "excitable mischief" positioning. It sponsored the show and created similarly cheeky characters Tel, Tell 'n' Tella for the show's sponsorship credits. The characters were then brought to life online. Rocket also revamped two pan-European TV ads it inherited, changing the endline and making them interactive and got the Fruittella name on the shirts of the Dennis the Menace Euro 2004 football team.

The campaign led to a 79 per cent rise in sales.