Frùttolo: the new “Choosing helps you grow” campaign inaugurates the brand’s new positioning

Frùttolo has launched the campaign “Choosing helps you grow” inaugurating its new positioning, based on highlighting the role of children’s small everyday choices.

The new campaign

On air until 11 October 2026 through a comprehensive media plan involving TV and connected TV, digital platforms (YouTube, Prime Video and Disney+, Spotify), traditional radio, malls and the brand’s social channels, the campaign tells, with a joyful and authentic outlook, how every small decision can become an important step in children’s growth. In this story, Frùttolo presents itself as a positive ally, capable of accompanying them in their choices and of making balanced eating something playful, enjoyable and close to families’ everyday lives.

The spot, conceived by Dentsu, produced by Haibun and directed by Federico Brugia, brings this story to life with an engaging language that is close to the world of children and their parents.

A new mascot

Representing this evolution is a new version of Frùttolo’s iconic Cow Frùttolo, which has always stood alongside children during their playtime and small everyday adventures. With the brand’s new positioning, the mascot strengthens its role as a partner and ally to the youngest children: an affectionate, positive and encouraging presence that accompanies them in their first choices, celebrates their small achievements and helps them feel a little more grown-up every day.

Designed to speak to today’s children, the new Frùttolo Cow has a more contemporary and expressive style, closer to the language of cartoons. Its new three-dimensional look enhances its lively and playful character, while retaining those qualities of reliability and reassurance that have always made it appreciated by parents too.

More than just a mascot, the Frùttolo Cow thus becomes a growth companion: a friend who observes, accompanies and enthusiastically shares those small everyday moments that help children discover their independence.

More immediate packaging

The packaging is also evolving to speak even more effectively to growing children, while retaining all those elements that have made Frùttolo a familiar and recognisable product for entire generations. The new Frùttolo Cow has even more space on the packaging, while milk and fruit stand out more prominently, making the product presentation more immediate and strengthening its connection with the world of the youngest children.

Particular attention has also been devoted to the information on the packaging, which is now even clearer and more intuitive for families. From the claim “ingredients of 100% Natural origin” to the product’s nutritional benefits, such as the addition of Vitamin D and the presence of calcium, the quality elements that have always characterised Frùttolo’s offering continue to take centre stage, helping parents navigate their everyday choices with simplicity and immediacy.

In line with this evolution, the logo is also renewed with a more contemporary design, in harmony with the brand’s new visual identity.

The comment

“With the new positioning, we want to be even closer to the way children grow up today, accompanying them together with their parents on a journey made up of small daily achievements. ‘Choosing helps you grow’ stems from this: from the idea that even a simple choice, experienced with serenity and involvement, can help a child feel more confident, more engaged and a little more grown-up,” comments Emanuele Galliano, marketing director and Europe snack business director at Lnpf.

This article was translated from the original Italian version with the assistance of artificial intelligence. In case of discrepancies, please refer to the original Italian version.