Fruitilicious

HARIBO, the UK’s number one confectionery brand, is back on screens with the latest instalment of its iconic Kids’ Voices campaign, created by long-standing creative partners Quiet Storm.

The new campaign puts HARIBO Fruitilicious centre stage, celebrating the simple joy of choosing your favourite fruity sweet.

Set in a quintessentially British village council meeting, the film opens with proceedings in full swing. When the Chair calls for order, it seems the fun is over. Then a bag of HARIBO Fruitilicious appears, and the room erupts into the unmistakable joy of Kids’ Voices, as councillors debate the only question that really matters: Lemon, Apple or Pineapple?

Fruitilicious brings together a selection of fruit-flavoured favourites, from Lemon and fresh Apple to tropical Pineapple, giving fans a lower-sugar HARIBO product that still delivers the brand’s trademark sense of fun.
The latest ad marks the first new UK Kids’ Voices execution to air following HFSS legislation that came into force this year. As regulations continue to reshape how confectionery brands show up in paid media, Fruitilicious shows how one of the category’s most recognisable creative platforms can continue to evolve in a more regulated landscape.

Rather than compromising what has made Kids’ Voices so distinctive, the campaign protects the platform’s core ingredients: warmth, humour and child-like joy, delivered through a fully compliant lower-sugar product.
The film was created and produced in-house by Quiet Storm and directed by Dan Castella.

This is a celebration of 12 years of Kids’ Voices, which began in the UK with the iconic Boardroom campaign and has since been adopted in more than 20 countries.

The campaign breaks on 1st June, running across TV and online video. Media planning and buying is by Mindshare.

Phillip Murphy, Chief Marketing Officer at HARIBO UK, said: “Kids' Voices adverts have been bringing people joy for over a decade, and it's a successful and well-recognised campaign we're hugely proud of. Twelve years on from Boardroom, it's wonderful to see how the Kids' Voices concept has adapted over the years whilst still capturing childlike happiness perfectly. Our latest village council advert brings light-hearted fun and raises a smile – just like our sweets.”

Massimo Fiori, Client Development Director at Quiet Storm, said: “The strength of Kids’ Voices is how effortlessly it can turn serious adult settings into something unmistakably HARIBO. Fruitilicious gave us a brilliant opportunity to keep evolving the platform, while staying true to the warmth, humour and child-like joy people love about the brand.”