Positioning Pukpip as the Healthier Alternative to Ice Cream
year
2024
Client
Pukpip
The Challenges
Pukpip's frozen chocolate-dipped bananas are brilliant – real fruit, properly indulgent, and upcycled from "imperfect" bananas that would otherwise go to waste. But launching a frozen product on Amazon comes with its own headaches: cold chain logistics, a category (frozen fruit snacks) that barely exists, and the challenge of convincing shoppers to buy frozen treats online.
The Solutions
We positioned Pukpip as the healthier alternative to ice cream – because that's exactly what it is. Listings were built to emphasise the real fruit angle, the sustainability story, and the "permissible indulgence" positioning that resonates with health-conscious shoppers who still want a treat.
The Result
We positioned Pukpip as the healthier alternative to ice cream – because that's exactly what it is. Listings were built to emphasise the real fruit angle, the sustainability story, and the "permissible indulgence" positioning that resonates with health-conscious shoppers who still want a treat.
