Meet the world's sweetest little fruit

Grown in the remote mountains of Southern China, Monk fruit is an all-natural sweetener derived from a fruit that provides the same sweet taste as sugar, but at an extremely low caloric count. BioVittoria, the company that produces it, came to us looking to debut monk fruit in an overloaded ingredient category — with the goal of CPGs incorporating it into their products.

Big ideas

Brand Idea + Creative Branding

We developed plans that began with marketing monk fruit at health-and-ingredient-specific trade show. While that was in progress, we started marketing towards health care professionals who could educate patients on the nutritional benefits of monk fruit as a healthy alternative to sugar, without sacrificing taste. This plan would lead to the creation of customers, as patients who were recommended monk fruit would demand the ingredient from retailers, helping the product off the ground organically.

The beginning of a fruitful relationship: This napkin sketch, done during the very first client meeting, captures the biz model we still hold true to today.

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Smart Tactics

Web Design

Using colors reflective of the fruit itself, we designed a consumer-and-business-facing websites for monk fruit. These sites became the home for all monk fruit content, creating the go-to source for all information on the product, pushing a blend of PPC and SEO boosted traffic to the site.

Print Marketing

We applied the business-facing design to multiple tactics. The use of color blocking with imagery of the fruit and region created a clean, bold and easily understandable look for Monk Fruit. This new, engaging look was applied to business cards, tradeshow materials and a brochure design. We also created a print ad for School Nutrition Magazine and a sell sheet to distribute at trade shows.

Social Media

We also brought Monk Fruit to Facebook and Twitter, quickly establishing a strong social networking presence. Our social target was health-oriented consumers who could become brand advocates and create demand for the product by pressuring CPGs to use monk fruit. Simultaneously, we launched a campaign that linked a non-for-profit cause to the Monk Fruit website. By simply sharing the message with friends via Facebook or Twitter, users supported the cause and Monk Fruit’s message was broadcast on the news feeds of each supporter.

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The Results

This integrated mix of marketing efforts took BioVittoria’s Monk Fruit from a small, little-known sweetening ingredient to being featured on the Dr. Oz show

Socially, we debuted Monk Fruit on Facebook in 2011 and have grown its fan base from zero to over 130,000 page likes

With a fan base of this size, each post guarantees over 100 million impressions, which was a huge asset that aided in securing customers

McNeil and Cumberland have since created zero-calorie, Monk Fruit tabletop sweeteners, while Turtle Mountain uses Monk Fruit as the main sweetening ingredient in their no-sugar-added ice creams