An integrated marketing communications campaign for Frootees Flavored Shortcakes

• Main Author: Tabanda, Jonash Belgrade C.
• Format: text
• Language: English
• Published: Animo Repository 2013
• Online Access: https://animorepository.dlsu.edu.ph/etd_masteral/4911
• Institution: De La Salle University

Filipinos have been fond of adapting to the latest cultural trends. Today, being healthy and fit is the new in. Aside from attaining a physique that is socially-attractive, some have drastically shifted their attention, diet and budget just to lower their cholesterol levels, increase their stamina, and so much more healthy aspirations. However, in a 3rd-world country like the Philippines, budget is tightly monitored by the ones who hold it in the family. With all these healthy products coming out rapidly but on an expensive exchange, aspirations of fitness can sometimes be a luxury. Only a few have healthy choices that they can apply easily to healthy living. There are two general ways of maintaining good health: exercise and diet. This trend has affected all sectors and all ages. Parents not only watch their own well-being but also their kids. For the children, they could care less about what they eat as long as their taste buds like it. So for the parents, most especially moms because they usually buy the food for the family, they have either the pleasure of having a kid who voluntarily eats nutritious food like fruits and vegetables or the agony of persuading or even forcing theirs to eat healthy ones. Frootees offers a unique choice in the market. It has not only the fruity taste that kids would love but also the benefits that their parents would love for them to have, without the worry of their kid eating too much junk. In an industry full of innovators and big names