Froosh is a company that produces easy to grab drinks made of only fresh fruit or vegetables. No additives or sugar. They have made a fast entry into the Nordic market and are growing rapidly. They came to us for a communication concept and to help them launch their first nation wide campaign. This campaign is totally different from others in the category since we never really mention the product or what it is. Instead we focus on Froosh strong commitment in fair trade and the growers and plants from which the fruit is bought. The campaign was shot in Malawi, Africa, at one of the plants with real Froosh employees and was visible as outdoor, online, website, Digi-Screens and PR.