Fluval Bug Bites is a complete fish food that features a unique insect-based formulation. Hagen Group came to ROSZ giving us the mandate to create the product packaging line, as well as an advertising campaign that would highlight their products uniqueness among a competitive fish food retail space.
We were asked to develop a creative campaign that would stop and hold fish enthusiasts attention and promote the premium benefit of the product which is – it’s made from bugs!
We proposed a multi-tiered campaign strategy across all of the important consumer channels – product packaging, print ads, digital tools and in-store promotion.
The “Love at First Bite” campaign gave life to a series of creative touch points for the consumer to engage with. The concept was based around one simple and effective message – your fish will love Fluval Bug Bites.
The concept was excellent and the packaging looked awesome, but it was the rollout of the various digital and in store tools that really made the campaign a hit! We developed a new website, custom point of purchase displays, we even added gamification to the process by developing a “dating app” where consumers could match their fish to a specific Bug Bites formulation.
The campaign was a huge success and showed impressive ROI as sales numbers exceeded projected targets and consumers were happy to make the switch from traditional food to Bug Bites.